Discovering product in store or through a friend the most popular ways to purchase: UK study

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
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