Share of consumers using different sources to decide where to shop in the United Kingdom (UK) in 2016

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Share of consumers using sources
Personal research conducted online57.2%
Word of mouth from friends55.8%
Personal experience (visiting stores, etc.)51%
Reviews written by third parties48.3%
Social media in general43.2%
Online advertising39.6%
Television advertising38.3%
Print advertising37.4%
Email marketing30.2%
Reviews written by official bodies such as Which?29.4%
Mentions in the news9.2%
© Statista 2017

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About This Statistic

This chart shows the share of consumers using different sources to decide where to shop, according to a survey conducted with UK consumers in 2016. Of respondents, over 57 percent conducted personal research online when deciding where to shop.

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