Thanks to the Internet, there is ample opportunity for you to research just about any product before buying it. However, according to a survey by Battery Ventures of 1,013 adults, the kind of product endorsement that matters most is one you won't be able to find on the World Wide Web.

Thirty-four percent answered that opinions and recommendations from family members matter most when making a purchase. Twenty-one percent trusted their friends' opinions; 19 percent looked for a recommendation from print or online media; and fewer than 5 percent said they most trusted endorsements from business contacts, bloggers, strangers or celebrities.

As for whose endorsement matters least, celebrities come out on top with the 30 percent of the responses.

[Wall Street Journal]