LONDON: Television and the internet are increasingly working in combination to influence UK purchase habits, a study has revealed.

Deloitte, the consultancy, and GfK, the research firm, surveyed 4,000 adults, and reported 13% of shoppers plan to buy a tablet in the next year, the same number as hope to acquire an HD TV set.

A majority of respondents regularly browse the web while watching TV, whereas 22% "never" participate in this pastime.

Such a trend is gaining in popularity, as in 2010 some 39% of contributors "never" simultaneously surfed the net and viewed broadcast content, and half of those who did only "occasionally" adopted this approach.

More specifically, 45% of people now engaging in this kind of concurrent media use were shopping on the web while watching TV, a figure rising to 50% among women.

Elsewhere, a fifth of 18-24 year olds had discovered and then bought goods or services after first seeing them on television.

The only more powerful purchase drivers for this audience were finding products in a store, on 32%, and positive recommendations from friends and family, on 21%.

By contrast, Facebook, the social network, scored just 3% on the same metric, falling to 2% regarding Twitter, and 1% for other social networks.

Deloitte also found consumers leveraging at least two channels on the path to purchase generally spend higher amounts than their counterparts using one, with 44% of non-food transactions researched or completed on the web.

Jolyon Barker, Deloitte's global lead, technology, media and telecommunications, said: "Today television appears to exert a significant influence on purchasing decisions made within the living room and in the high-street.

"Being connected means TV viewers can research, typically in the form of price comparisons and reviews, and transact - all within the space of an advertising break. All of this is very powerful to broadcaster.

"But they would need to up their game significantly in terms of monitoring the online response to their programmes and adverts, and utilising this rich data."

Data sourced from Deloitte; additional content by Warc staff