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

Sources used to decide where to shop in the UK 2016 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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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%
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%

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Description Source More information
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.
Show more
Release date
February 2016
Region
United Kingdom
Survey time period
January 2016
Number of respondents
2,512 respondents

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