According to a report released today by Ketchum Public Relations, consumers’ use of online search declined just slightly from 2006 with 61% of the sample using search to 59% in 2008. Obviously not a big dip, but it sure isn’t going up. Steve Smith on minonline makes a great point that internet users are now using social networks to sift through information and not relying on search as often. It’s certainly clear that consumers trust real-world friends over mass media.  Edelman’s Trust Barometer has proven this for some time. The Ketchum study also looked at influentials and their increasing use of digital media. Steve Smith asserts that influentials, using digital tech, are encouraging others to adopt new technology at a faster rate.