Deloitte/GfK set out in 2012 and 2013 to determine how UK
consumers purchase products and services online in the “Survival of the
Fastest: TV’s evolution in a connected world.”
According to the annual surveys, the most important media to
influence buying behaviors online is television, followed by websites and
magazines. However, the most important drivers for buying products and services
online were that consumers first came across the item in a store, with about
one-fourth of the respondents saying so in 2012 and 2013. Recommendations from
family and friends and television had similar impacts, with 15 percent of the
2013 respondents favoring family and friend recommendations and 14 percent favoring television to influence their online buying behaviors.
World Newsmedia Network has
published Global Digital Media Trendbook each year since 2006. The 2014
trendbook contains 500 data sets and 230 pages of analysis about digital media
usage and revenue patterns, including this data set. To download the GDMT free
executive summary, go to www.wnmn.org
No comments:
Post a Comment