Vast majority of web users employ friends' opinions

Most people who use the internet to do their shopping rely on the opinions of their friends to help them choose what to buy, a new survey reveals.

The bi-annual Nielsen Global Online Consumer Survey questioned 25,000 web users and found 90 per cent are informed by the opinions of friends, while 70 per cent use recommendations of online sources when it comes to choosing products and services.

Companies that provide VoIP hardware could find their sales lifted through positive word-of-mouth or good reviews on technology and communications websites.

Jonathan Carson, president of online for the Nielsen Company's international business, said: "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."

Web users have the option of downloading VoIP services and ordering the necessary hardware from the comfort of their living rooms, in the same way that online shoppers can avoid high street queues.