Nielsen: Personal recommendations 'most trusted'

Nielsen surveyed 25,000 online consumers in 50 countries for the bi-annual "Nielsen Global Online Consumer Survey". Researchers found that 90% of online consumers trust recommendations made by friends, acquaintances and family while 70% of consumers trust online product reviews.

Branded websites also appeal to consumers, with 70% reporting they trust the information provided on branded sites. Nielsen is now tracking more than 100 consumer generated media sources.