With 83% of UK respondents stating they shop online a lot more than they did 6 months ago, we set out to understand what they buy and what influences them. This research identifies three types of online shoppers and shows TV and magazine advertising are the only mediums that are more impactful in prompting someone to buy ahead of display advertising on ecommerce sites. Even when looking across a variety of categories from electronics, to clothes and groceries, the impact of advertising is consistently higher on shopping websites than it is on search engine
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