who do online shoppers trust?

I found this post on thetrendwatch and thought it was interesting. I am not surprised to see that consumers are trusting their peers more than advertising, but it is interesting to think that these peers might be complete strangers that have merely posted a review about a product or service online. Hopefully these online peers will remain trustworthy. It will be interesting to see how advertisers continue to find news ways to reach consumers through digital media.