The argument is more complex than my title suggests but that is the gist of the conclusions from a recent Harris research.
The thing that fascinated me was the results to the question: “"Thinking of that most recent product or service purchase, which of the following methods of gathering information, if any, did you use to identify the choices of product or service you considered for purchase? Please select all that apply."
Look how similar the results are over the age spectrum.
The big difference is the use made of public social networking site that is still Yoof dominated.
Look at the data for the percentage that use the company’s web site.
Thanks to Chuck Nyren for identifying this research - has also written about this subject.