Discovery of digital comparison tools 2017

This statistic shows the means by which consumers in the United Kingdom (UK) ended up using a particular digital comparison tool. After consumers who knew exactly which site they wanted to visit before using the service, search engines such as Google were the most popular source of traffic, with 30 percent of respondents citing that as a major factor.

Means by which users ended up using a particular digital comparison tool (in percentage of total respondents)

Characteristic	Percentage of all respondents
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Release date

September 2017

More information

Region

United Kingdom

Survey time period

October 2016 to January 2017

Number of respondents

1,653 respondents

Age group

16 years and older

Special properties

Consumers who have shopped around using a comparison site in the last three months

Method of interview

Online survey

Supplementary notes

Question originally asked as "Thinking about the [first] comparison site you visited when you last compared [PRODUCT], which of these best describes how you ended up on it?" Base includes consumers who have shopped around using a comparison site in the last three months.

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