Business risk from online recommendations

Author: Nigel Huddleston, James Kirk (

Categories: Business risk, Digital Economy
Tags: Nigel Huddleston, online recommendations, Social Media, survey
One business risk factor is consumer preference which, as Nigel Huddleston explains in this TV show, is affected by online recommendations.

Business risk and social media

We’ve definitely seen that recommendations do impact user behaviour. A survey that actually is about a year and half old now, showed that about 34% of UK users, for example, use social media to inform their decisions about travel purchases. And when they did that, many of them changed the hotel that they were going to book, 12% changed the airline, 12% changed the tour operator. Many changed the country they were going to visit. So it definitely has a meaningful impact on user behaviour. Find further expert discussion about business risk, plus more industry insights, on Inside Finance TV.
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