Users put great trust in their social networks. One-half of Beresford respondents said they considered information shared on their networks when making a decision—and the proportion was higher among users ages 18 to 24, at 65%.
“This is a particularly important finding,” according to the report, “in that it suggests that these younger users have integrated social networks into their lives to such an extent that it has become a trusted resource for their decision making.”
What it means: as I mentioned a few days ago, social networks = friends = trusted source. Younger internet users will continue trusting their friends and using social tools for recommendations in the future.