The internet is a great source of information about products and companies. Today, more consumers than ever make a search on a specific product or service on the Internet — whether they buy online or later in-store. Consumers often use review sites, where consumers share their brand experiences in order to help others make more informed purchasing decisions. The importance of other persons like themselves in a purchasing cycle is growing.

eMarketer published the research results in which they asked about credible source of information about a company. The research results confirm consumers assign more credibility to the opinions of other consumers than to paid experts or sell copy.

Experts’ position is not at risk - for 56% and 54% surveyed the most credible source of information is a financial/ industry analyst respectively.