According to a Technorati Media study from December 2012, 65% of top US brands reported participating in influencer marketing. And a similar 64% of those deemed influencers by Technorati Media—meaning they had greater than average reach in a particular marketplace—made revenue from blogging, whether from ads on their site or sponsored endorsements from brands.
However, while most brands devote some money to influencer marketing, the amount is limited. Brands spent only 12% of their social budgets on influencers and bloggers. Read the rest at eMarketer.