Advertising still holds sway over consumers

We asked 20,000 consumers globally which factors influence most their shopping decisions.

31% of them mentioned TV/print advertising and 29% online advertising. These figures were even higher amongst Generation Y respondents and Leading Edge Consumers (early adopters, influentials and passionate shoppers). This goes to show that shoppers still feel the ad effect and that digital advertising campaigns are as important as traditional advertising.

Our research also showed that multi-screen shopping and buying through digital ads is on the rise. 21% of all respondents claimed that their using their smart devise more and more to browse or purchase products that they saw advertised while watching TV. And one third (31%) of Leading Edge Consumers purchase via a digital ads more regularly than before.