Online shopping in 2008

This short article details findings from the European Interactive Advertising Association's Mediascope study into the importance of the internet in shaping consumers' brand choices.

Online shopping in 2008

Sue Boyce

The European Interactive Advertising Association’s ongoing Mediascope Study reveals that web research plays an important part in informing consumer brand choices. Its latest survey shows 40% of all European online shoppers have changed their mind about which brand to buy following online research.

The EIAA Online Shoppers Report 2008also reveals that 76% of online shoppers considered search engines to be more useful than personal recommendation (72%). Websites of well-known brands are also important research sources for 59% of online shoppers, while 61% find price comparison...

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