Online Influence, Social Media, and Mobile Internet Research Roundup

You don’t have to be a “person of influence” to be influential. In fact, the most influential people in my life are probably not even aware of the things they’ve taught me.*

It’s research roundup time again and this week’s insights compilation covers consumer’s influence trends, business travel and the role of social media, stats on teen and college student social networking usage, consumers and mobile internet, and data on how women are shaping the internet:

- Among the findings of the newly released 2010 Cone Online Influence Trend Tracker, American consumers are no longer taking the recommendations of family or friends at face value. Before deciding whether to purchase recommended products or services, 81% of consumers will go online to verify those recommendations, specifically through researching product/service information (61%), reading user reviews (55%) or searching ratings websites (43%)

- According to American Express Business Travel eXpert insights Social Media in Business Travel Management report, half of US businesses use social media to support business travel management. 44% indicated that staying on top of the latest travel information was the most important social media benefit, followed closely by the interest in using social networking to learn and communicate best practices and reduce business travel costs at 43%

- 42% of Teens & College Students are Using Twitter but Facebook still reigns supreme above other social networks, with teens and college students spending an average of 11.4 hours per week on the site according to recent survey results from Ypulse Research to find out how teens and college students social networking has (and hasn’t) changed over time

- Despite major concerns over privacy and data security, people around the world are rapidly adopting the mobile internet as an easy and convenient method of carrying out everyday transactions including banking and shopping. These insights come from “Consumers and Convergence IV”, the fourth edition of a regular survey examining how consumers use technology, carried out by KPMG. Compared with only 18 months ago, the global percentage of respondents who have used their mobile device for banking has more than doubled from 19% to 46%, while the percentage that have used it to buy goods and services has gone from 10% to 28%

- Women on the Web: How Women are Shaping the Internet, a global report from comScore, found social networking sites reach a higher percentage of women than men globally, with 75.8% of all women online visiting a social networking site in May 2010 versus 69.7% of men

That will do it for this week. If you’d like to suggest a research report theme for the weekly roundup or if you come across any studies/reports/statistics you’d like to share, please feel free to leave a comment, send an email, or tweet us.

*Who is the speaker of this week’s quote? The first follower to @ us the correct answer wins a SurveyGizmo Sport Bottle. Limit one SurveyGizmo prize per follower and remember, you must be a follower of @SurveyGizmo to win. Update: Congratulations to A.S. from the The Land of 10,000 Lakes who requested we gift her prize to her mother who’s been affected by the Tennesee floods for being this week’s giveaway winner of two Sport Bottles, one for her and one for her mom. Be sure to check each week’s Thursday Research Roundup post for your chance to win!

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