Blogs have become an everyday media in no time

Two years ago only geeks knew what a blog was. Today 98% of the Swedish population has heard of blogs and know that a blog is an electronic column or diary that you find on the Internet.
This is the results of a survey completed in November (from the 2nd to the 5th) by Zapera Quickwise. Furthermore the survey reveals that blogs are considered twice as reliable as TV advertisements.

Blogs are the voice of the young generation. 21% of the youth visit or read blogs on a daily basis in comparison to only 7 % of the older generations (aged 45-64). Even though the youth is dominating, blogging has become a media known and used by Swedes in all ages.

30 % of the youth write or edit their own blogs. There are relatively few from the older generations who are active bloggers, however the oldest Swedish blogger is 90 years old.
Blogs have become an important media when seeking information e.g. before buying a new mobile phone, digital camera etc. However, family, friends and colleagues are still considered the most reliable source. 70 % of the respondents mention that they rely on personal recommendations in a buying situation. Blogging still only accounts for just 13 %. However this is twice as many as those who rely on TV ads. Radio ads, outdoor and cinema ads are last with only 2-3 %. The interesting thing is that blogs are mentioned by 21% of the youth.

Is blogging a one hit wonder in a world of hype and alternative methods? No, is the answer from the respondents. They predict that blogging will have much more significance within the next couple of years.
The Internet has become the new forum to network and search for information. There is a record time breakthrough for new digital medias that will change the foundation of market communication. We are moving away from the traditional mass media of the 19th century to the new millennium’s user-generated media.

This is how the sharp line between mass media, advertisers and consumers is erased and the consumers are gaining more power. This is something that ought to make all market leaders think in a different way.

Source: Zapera News, Issue 24, November 2006