“The explosion in Consumer Generated Media over the last couple of years means consumers’ reliance on word of mouth in the decision-making process, either from people they know or online consumers they don’t, has increased significantly”
Jonathan Carson, President of Online, Nielsen Company
This general fact is evident in our everyday lives. If you think about it, you would normally trust what your closest friend would say against what is said on TV or newspaper ad.
It is an indication that people find it more enticing to purchase with what their friends or other consumers suggest rather than what they see on commercials.
Watch: EPIC 2014