Internet users in Canada, China, France, Germany, India, Japan, the UK, and US were surveyed, representing more than half of the world's online population and more than 60% of the world's gross domestic product (GDP).
For the first time on the survey, Canada reports that the Internet is now more influential overall in purchasing decisions than family and friends. Comparatively, in the US, the Internet rates about equal in importance (46% compared with 47% for family and friends). The Internet's greatest sway is in Asia, where the gap between the influence of the Internet and that of family and friends is 9% in China (79% to 70%) and nearly twice that in India (79% to 60%).
Overall
· 66% of contributors say the Web has an impact on their purchase choices
· 61% for guidance from friends, family and colleagues
· 51% for email
· 43% for newspapers
· 42% for television
· 37% for direct mail
· 28% for magazines and radio.
When looking online for information about products
· 89% use search engines
· 60% visit brand websites
· 50% access user-review platforms
· 24% post a question on a forum
· 18% turn to the brand's Facebook page
· 14% go to the corresponding feed on Twitter
· 12% search Twitter for comments in this area.
The average participant of the survey spends 13.7 hours per week using the Web, vs. 9.8 hours watching TV and 4.7 hours on a mobile device.
Regarding social media, 42% of the sample have “liked” a brand on these services.
· 79% became “fans” to learn more about a brand
· 76% were seeking discounts
· 73% sought exclusive information
· 69% wanted to give positive feedback.
· 67% hoped to share opinions
· 59% had ideas to submit
· 58% wished to “display an affiliation”
· 57% liked being part of a community.
Read the survey in full (pdf).
Read the facts and figures ebook (pdf).
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