Bloggers in Europe trust each other and are more open-minded than the average onilne consumer, according to a new report from Forrester Research. The report, 'Profiling Europe's Bloggers', goes on to recommend that firms get active bloggers on their side.

While there are only four million active bloggers in Europe, they are an attractive group to marketers as these consumers are young, early adopters of new technologies, and heavy Internet users. However, trust and transparency are key to engaging bloggers.

“Active bloggers can make or break a brand in less than a day," stated Jaap Favier, research director at Forrester, in the press release. "Firms shouldn't fake a relationship with them or they will experience a backlash. To get bloggers on their side, firms should gain bloggers’ trust by establishing an honest and transparent relation with bloggers first. They should get to know them and give them the tools to connect easily with their peers and pass along messages.”

The average European blogger is young (31), mostly from the South of Europe and female (57%). 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.