US Consumers’ Biggest Purchase Influencers

April 1, 2014

This article is included in these additional categories:

Email | Magazines | Mobile Phone | Newspapers | Out-of-Home | Radio | Social Media | Tablet | TV Advertising | Videogames | Word of Mouth


Source: Deloitte

Notes: Word-of-mouth emerges as most influential, with TV ads leading the way among paid media. Traditional media ads (don’t sleep on radio!) in general were rated higher than social and mobile ads, with all of these patterns generally falling along the same lines as a similar Nielsen survey fielded to consumers around the world. Also worth noting: the survey did not measure a number of ad media, including paid search, display and online video ads.

About the Data: Based on a survey of 2,075 US consumers aged 14 and up, conducted from November 22-December 5, 2013.

Related: Debrief: Advertising Channels With the Largest Purchase Influence on Consumers [download page]

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