The BBC quotes a survey which suggests shoppers trust what they read in blogs before pricey advertising. No surprise there.
In the survey of attitudes to blogs most of those questioned, 77%, said they thought the regularly updated web journals were a useful way to get insights into the products or services they should buy.
As broadband adoption rises, people spend more time researching products online and they like to hear what other consumers think.
Unlike other surveys though, this one still sticks up for old media.
Almost half, 49%, thought blogs were as credible as articles in magazines, 46% thought web journals were as trustworthy as newspapers and 40% thought web logs and TV news programmes were just as reliable as each other.
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