Offline More Influential than Social and Mobile, Consumers Say

Consumer Attitudes

March 26, 2014 —According to Deloitte's eighth edition of the "Digital Democracy Survey" (formally the "State of the Media Democracy" survey) product and service recommendations from family and friends (word of mouth) again leads they way as most influential in the purchasing process, cited by 86%.

Deloitte’s annual study examines technology, media, and telecommunications consumption trends by surveying over 2,000 U.S. multi-generational consumers, ages 14 and older.

TV commercials are next influential at 71%; in fact, traditional media ads were ranked higher than social and mobile ads -- with the influence of magazines, newspapers and radio being cited by 57%, 51% and 43% of respondents, respectively.

Top U.S. Purchase Influences

Source: Deloitte, 2014

About: Fielded by an independent research firm between Nov. 22, 2013 - Dec. 5, 2013, the Deloitte survey employed an online methodology among 2,075 U.S. consumers. All data is weighted back to the most recent census data to give a representative view of what U.S. consumers are doing.
 

Source: Deloitte, Digital Democracy Survey, 8th edition, accessed March 28, 2014.