Blogs are becoming a force to be reckoned with as a means of advertising products, according to a survey.

An Ipsos MORI poll found that the Internet journals are a more trusted source of information than TV advertising or e-mail marketing.

But among their European counterparts, Britons are the least switched on to web logs.

The French are far more savvy, the survey of 2,200 Europeans found. About 90 percent of people surveyed there said they were familiar with blogs, nearly twice as many as the number of Britons interviewed (50 percent).

But the rest of Europe is barely logged-on when it comes to online diaries either. The Spanish did only marginally better than Britons in recognising the term blog (51 percent), while in Germany, 55 percent were blog-aware, and in Italy, 58 percent had heard of the term.

Tags: Blog Survey, Internet Journals