The first, from Charlene Li at Forrester, notes that 24% of Gen Yers read blogs. This is twice as high as the 12% of Gen Xers and three times the 7% of Young Boomers (ages 41-50) that read blogs. Charlene says "skeptics of blogs should suspend their disbelief and look to at least one bellweather demographic to get an idea of how widespread blog readership can potentially grow in the future."
The second tracks the impact of blogs on B2B brands. The study, conducted by KnowledgeStorm and Universal McCann, found blogs have made inroads into B2B technology companies with more than 53 percent of respondents saying the content they read in blogs has an impact on their work-related purchasing decisions. Some 80 percent of respondents say they read blogs, with 51 saying they read them at least once a week.
