Research tells us that 90% of people seek advice from family and friends as part of the decision making process. This “Friend Effect” is apparent in most of our decisions and often outweighs other facts because people feel more confident, smarter and safer with the wisdom of their trusted circle. A movie critic may pan the latest summer block buster, but your friends say it’s the feel good movie of the year, so you ignore the critic and go (and wholeheartedly agree). Historically, search hasn’t incorporated this “Friend Effect” – and 80% of people will delay making a decision until they can get a friend’s stamp of approval. This decision delay, or period of time it takes to hunt down a friend for advice, can last anywhere from a few minutes to days, whether you’re waiting for a call back, text, email or tweet.
Today, Bing is bringing the collective IQ of the Web together with the opinions of the people you trust most, to bring the “Friend Effect” to search. Starting today, you can receive personalized search results based on the opinions of your friends by simply signing into Facebook. New features make it easier to see what your Facebook friends “like” across the Web, incorporate the collective know-how of the Web into your search results, and begin adding a more conversational aspect to your searches. Decisions can now be made with more than facts, now the opinions of your trusted friends and the collective wisdom of the Web.