BERLIN: Television remains the most important and influential media channel among German shoppers, a study has found.

The BLM, a broadcasting trade body, commissioned research firm TNS to survey 3,076 people aged at least 14 years old.

It reported that television received a weighting of 40% from the panel as a source of information and shaping their opinions.

Newspapers posted 22% on the equivalent metric, a decline of four percentage points when compared with similar analysis published in 2009.

Radio witnessed a one point improvement, reaching 18%, while magazines scored just 3%, according to the study.

The internet saw totals rise from 13% in 2009 to 17% in 2011, although it also delivered the widest divergence in terms of the audience who engaged with any medium the day before the poll.

Overall, 33% of men had gone online in this period, as had 19% of women, while 48% of people with higher education logged on in the same timeframe, decreasing to 11% of those without such qualifications.

Elsewhere, 40% of 14-29 year olds had surfed the net the day prior to the study, falling to 14% of individuals over the age of 50 years old.

Data sourced from BLM; additional content by Warc staff