A survey in the US has found that sponsored content has led to purchases from around one in three online consumers. More than 2,000 people were questioned in the survey by Collective Bias, with more than half of respondents saying that they read a blog at least once a week. It was also found that the large majority of users did not care if content was sponsored, as long as it was good quality and useful to them. Collective Bias' president said that these findings show that “focusing on providing genuinely useful content rather than overtly promotional material” will “positively impact the bottom line”.
