Search engines are becoming more used and trusted for information than friends and family.
Figures revealed by Internet Advertising Bureau chief executive Guy Phillipson show 88% of users rate information provided by search results higher than that of friends and family.
The friends and family category was just 10 percentage points lower at 78% while travel agents came in at 63%.
Phillipson also used figures from the Henley Centre revealing that people trust search almost as much as friends and family with the latter only beating search by about one percentage point.
He said: “It’s because with search you are finding what you want and almost selling it to yourself.”
Report by Linda Fox
