Consumer-generated media greatly influences the purchasing process for online travel and auto shoppers, according to a new study by research firm Compete Inc.The report shows that CGM affected the outcome of vehicle purchases and travel reservations for 24 percent of respondents, ClickZ reports. The in-house study also found that over half of respondents - 51 percent - used CGM to help narrow a choice, 23 percent consulted consumer-created information to confirm a decision and 15 percent used it to pick their top choice.

Compete surveyed 650 panel members online who made a purchase in the previous six months and visited blog review sites, message boards or online communities. Three-quarters of respondents were between 25 and 54 years old.