35% of all electronics purchases happen after word of mouth recommendation

BIGResearch interviewed 14,000 consumers, measuring their consumption of 28 different media, which was aligned with their retail store shopping behavior, product consumption and media influence. Channels affecting buying decisions Channel Electronics Apparel Grocery Home Improvement Word Of Mouth 35.

BIGResearch interviewed 14,000 consumers, measuring their consumption of 28 different media, which was aligned with their retail store shopping behavior, product consumption and media influence.

Channels affecting buying decisions
Channel Electronics Apparel Grocery Home Improvement
Word Of Mouth 35.0% 26.1% 30.8% 26.4%
FSI 26.4% 27.6% 40.2% 21.7%
Broadcast TV 23.6% 19.7% 22.9% 19.0%
Internet 19.0% 11.4% 8.9% 7.9%
Email 16.7% 12.7% 8.7% 6.8%
Coupon 14.1% 16.7% 52.2% 11.2%
Source: BIGResearch

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