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Again more proofs that WOM is key to decision making

A new global study by GfK Roper Consulting reveals that people are considered to be the most “trustworthy” source for consumer information.

Around 70% of consumers across the world trust friends, family or other people when searching for information or ideas on products to buy. Advertising is ranked second (59%), editorial third (55%) and online resources fourth (18%).

In contrast, US citizens put people first (81%), editorial second (56%), advertising third (55%) and online fourth (24%).

Posted on June 21, 2006

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