The survey by Razorfish isn't the largest in human history (only 475 US internet users) but it goes someway to support my theory that affiliate sites and blogs in particular to play an important part in the buying process amongst consumers.
Now if you go into the sectors that I'm heavily involved in as an affiliate: Home electronics, personal electronics and toys & games, it varies from 22% to 45% of purchase decisions being effected by online consumer-generated reviews!
So there's two thoughts, I believe, you should take away with you:
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