TV influences consumer buying decisions the most because it costs the most.

That was the finding in a Deloitte survey (as reported by eMarketer) of 5 major global markets, conducted between last September and October

Advertising Influencers

In all the countries surveyed, search results and banner ads were the top form of online purchase decision influencers. Yet go down the tail of the chart and other online channels begin to significantly contribute to that sphere of influence.

Cobble in blogs, gaming, mobile, and even virtual worlds and suddenly online is the #2 purchase decision influencer in the world's top markets, easily trouncing all forms of print media and rising to near-TV levels. And with television spend predicted to drop significantly in the next couple of years, it's more than possible electronic media channels will run neck-and-neck in terms of influence, perhaps sooner than expected.

Rebecca Lieb

Published 21 January, 2009 by Rebecca Lieb

Rebecca Lieb oversees Econsultancy's North American operations.

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