February 14, 2006

UK Consumers Adopt Blogs And Online Commentary

by Rebecca Jennings

with Jaap Favier, Michèle Bouquet

Executive Summary (This is a document excerpt)

Blogging and online user opinion-sharing is more than media hype: Almost half of the frequently online consumers in the UK read comments from others online, though active participation remains skewed toward the young. Marketers and media firms looking to build widely used and trusted blogs and forums must concentrate on running trustworthy, easy to use sites with simple rules strictly enforced.

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