As more mobile users access social media through their smartphones and tablets, the high trust they place in the advice of friends is likely to become a bigger factor in their shopping. As of May, 40% of mobile users were tapping into their social networks via mobile, up from 28% in September, according to a survey by Knowledge Networks and MediaPost Communications. And more than a third expressed trust in friends' advice on products, far greater than the 10% who said they trusted recommendations from strangers.

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