When did we start trusting strangers? is based on a survey of 17,000 internet users in 29 countries and examines the growth of consumer recommendation and the tools that drive it across the globe.
The change is being powered by the growth of social media such as blogs and social networks and the increasing opportunity for the web users to leave opinions, ratings and comments on all sites. This shift is projecting consumer opinions world-wide.
Also there is a big change in the way people speak to friends, family and colleagues, increasingly relaying on virtual formsof communication. These digital tools make it easier to share influence and opinion.
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