Tots100, UK community for parent blogs, has revealed that blogs written by parents for other parents can influence consumer spending by as much as 50 per cent.
The figures come as Tots100 launches its first advertising network, Tots100Ads, for parent bloggers in partnership with blinkx.
Its research, based on responses from 850 members of the Tots100 community, found that 50 per cent of women have made a purchase based on a blog recommendation while 93 per cent of women use social media to research new products before buying.
Over 4,000 active blogs have so far been listed in the Tots100 directory giving advertisers access to a large platform for display ads, rich media ads, integrations and social media extensions.
Ian Woolley, managing director for blinkx, UK & Europe said: “There is no more powerful solution than an influential blogger’s endorsement to create brand affinity and trust. Working together with the Tots100 community, we look forward to maximising the effectiveness of online campaigns geared towards parents—in addition to helping talented mum and dad bloggers engage their audiences with quality content.”
Commenting on the launch, Sally Whittle, founder of Tots100, said: “Blogging is becoming an increasingly important source of income for the blogging community, and we feel this is the perfect time for brands to build relationships with parent bloggers. Tots100 Ads supports those relationships, while also helping to raise funds for charities working with less fortunate families around the UK.”