A new survey by Initiative questioned some 8,000 web users age 16-54 in Argentina, Australia, Canada, China, Germany, the Netherlands, U.S., and U.K. to find out how they were influenced in purchase decisions by social media interactions. The results are kind of amazing: A huge 99% of the "top 10%" of influencers reported that their friends quiz them before making a big purchase. This top 10% has a disproportionate influence on the opinions of others--because 72% of them access content in print, online and mobile form more than once a day, compared to just 18% of the bottom 10% of influencers.