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BizReport : Ecommerce archives : August 23, 2011

Over half of Brits armed with 'digital till' while watching TV

People that don't browse the Internet while watching TV are now in the minority in the UK, according to a new report from Deloitte and Gfk.

by Helen Leggatt

The study of 4,000 UK consumers, reported by Retail Gazette, found that many consumers are sat in front of the television with a "digital till", such as a laptop, smartphone or tablet, perched on their laps.

Over half the survey respondents admitted to browsing the Internet while watching television, with only 22% saying they never do - a drop from 39% last year.

One in five of all 18-24 year-olds surveyed said they had searched for and bought a new product after seeing it on television, revealed the study, and half of all female respondents who use the Internet while watching TV said they are likely to visit shopping websites.

"Shopping that benefits from further online investigation, for example using comparison sites, such as insurance, telecoms, financial services and travel, will be more influenced by television," said Jolyon Barker, global lead for technology, media and telecommunications (TMT) at Deloitte.

"Direct impulse, for example, buying a dress because it was talked about on television or adding a bottle of shampoo to your shopping cart because of a beauty advert, is less likely."

Television wasn't the strongest driver of purchases. Top of the list of drivers was seeing a product in-store (32%) followed by family and friends' recommendations (21%). The influence of social media was small with just 3% having bought something as a result of seeing it on Facebook and 2% on Twitter.

Tags: consumer behavior, Internet, online shopping, television

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