The power of the blogger

Bloggers and Internet pundits are exerting a "disproportionately large influence" on society, according to a report by a technology research company. Its study suggests that although "active" web users make up only a small proportion of Europe's online population, they are increasingly dominating public conversations and creating business trends.

More than half of the Internet users on the continent are passive and do not contribute to the web at all, while a further 23 per cent only respond when prompted. But the remainder who do engage with the net — through messageboards, websites and blogs — are helping change national conversations.

"We're seeing this growing," said Julian Smith, an online advertising analyst with Jupiter Research and author of the report. "The strongest part of their influence is on the media: if something online suddenly becomes a story in the local press, then it matters."

Although unprompted contributors are generally younger and more vocal than the wider online population, they are increasingly important as opinion formers and trend-setters. Mr. Smith says businesses, media organisations and advertisers reading blogs should be wary of making assumptions about their wider significance, but that their muscle cannot be ignored.

"They're not representative of the larger audience, but what they're saying does matter," he said. "It's a good straw poll — a snapshot of the verbal conversations going on that we can't measure."

"That's exactly right," said Glenn Reynolds, author of An Army of Davids, which explores the explosion in web punditry. "Bloggers and blog-readers are `influentials' — the minority that pays attention to events outside of political and news cycles. They also tend on average to be better off, better educated and, more importantly, employed."

There are now more than 35 million blogs around the world full story>>