Forrester: "Bloggers make or break a brand in less than a day".

A new study published by Forrester Research finds that France is the epicenter of blogging in Europe.

There would be 1 million active French bloggers although only 3% of the 130 million European internet users blog. The biggest bloggers in the EU are the French, the Spanish and the Italians.

Nearly 80 percent of them connected daily and spent an average total of 16 hours online per week, five hours more than the average Internet user.

According to Jaap Favier, one of the researchers, bloggers are an ideal target for niche marketeers but they can also "make or break a brand in less than a day"... Strong statement here from on of the most renowned research companies.

Frankwatching was so lucky as to get a full view of the report and posts the highlights on his blog (in Dutch).

Apart from the fact that the average European blogger is technology savvy, young (31), mostly from the South of Europe and female (57% !) - we can also read that to engage bloggers trust and transparency are key.

Also referenced in: Expatica and in the latest newsletter from the European Journalism Center.

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