Blogs as a New Advertisement Vehicle Burgeon in Japan: Word-of-Mouth (WOM) Advertising Market to Grow as Large as 13.25 Billion Yen in Fiscal 2010

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Over 80% Internet users refer to WOM information on the Web when purchasing products

The research revealed that when considering purchasing certain products, as many as 80.1% of Internet users have an experience of referring to WOM information on the Web. 

Forms of WOM information on the Web considered useful

The followings are the forms of WOM information considered useful by Internet users.  The top three are; ‘5. Product information or price comparison sites’, ‘4. WOM reviews on Internet shopping sites’ and ‘1. Personal blogs’. These three amount to 81.2% of the information sources used by users with experiences of referring to WOM information on the Web.