Business
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% |
| 16.7% | 12.7% | 8.7% | 6.8% | |
| Coupon | 14.1% | 16.7% | 52.2% | 11.2% |
| Source: BIGResearch | ||||