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eMarketer: People trust friends more than they do bloggers

Word-of-mouth has a radically greater impact on purchase behavior when it comes from friends than from strangers (like bloggers), according to a Mintel survey of buying behavior, just cited in eMarketer,eMarketer says: "While bloggers may bring buzz to a product, converting the buzz to sales is another matter."“It’s interesting to find that as much time as we spend online, we still prefer a personal recommendation from someone we know and trust,” said Chris Haack of Mintel.Here's their data:

George Eberstadt
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