According to the European Interactive Advertising Association (EIAA), 64 per cent of Europeans consider personal recommendations important when researching products and services, followed by the websites of well-known brands (49 per cent).
In addition, 41 per cent admitted to changing their mind about the brand they were about to buy based on online research.
EIAA executive director Alison Fennah said the internet has evolved from an entertainment media five years ago, to an everyday lifestyle management tool.
"The internet is now an effective tool that enables today's consumers to control and develop their lifestyle experiences, whether that be communication, entertainment, information gathering or resource management," she said.
"As a result there is a wealth of opportunity for brands and advertisers to effectively engage with these active consumers, the challenge is in creating campaigns that enable them to continue feeling in control."
Online research is also leading to more sales, with conversion rates increasing from 50 per cent in 2004 to 87 per cent in 2008.
In 2008, consumers made an average of 9.2 online purchases per person over a six month period, compared to 7.7 in 2007.
E-commerce has more than doubled since 2004, with 40 per cent of users making an online purchase in 2004, compared with 84 per cent in 2008, the EIAA said.
Europe
User reviews more persuasive than branded websites
LONDON - Two thirds of European internet users consider user reviews more important than brands' own websites, when deciding which product to purchase online, research has found.
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