Google searches set to become 'personalised'

2 February 2010 — 12:00 PM

Consumers could soon find that their online searches are more tailored to their social life than ever before, following a recent announcement.

Google has announced the launch of Social Search, meaning that when users search for items they can now gain results from friends and contacts on social networking sites.

The announcement could encourage people to trade in their used phones in order to upgrade to a new handset with internet access.

Tim Gibbon, co-founder and editor at the Social Media Portal, said: "Brands and agencies alike have been fixated with maximising the use of content to improve search ranking and more recently through Google's Universal Search where images and video are displayed within search results."

He added that Google does advise users about how they can choose who they make what information visible to, be it the whole internet or people who they know.

Facebook founder Mark Zuckerberg recently announced that the social networking site has more than 350 million users worldwide - in terms of total population this places it alongside the European Union.

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