Interesting study by ZenithOptimedia, found at Julio Alonso‘s blog, with several questions to proeminent spanish bloggers and more than 2.000 phone interviews.

Favourite insights:

• Most people get to know blogs through friends
• Users read mostly their friends blogs, followed by tech blogs
• 44% of interviewed users admit they might change brand due to comments read on blogs
• LiveSpaces and Blogger are the dominant publishing platforms
• Advertising is well accepted, as long as not too intrusive
• Users see blogs as an independent medium, with participation as the main feature

Link to study (4Mb pdf).