BIGResearch interviewed 14,000 consumers, measuring their consumption of 28 different media, which was aligned with their retail store shopping behavior, product consumption and media influence.
| Channels affecting buying decisions |
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| Channel | Electronics | Apparel | Grocery | Home Improvement |
| Word Of Mouth | 35.0% | 26.1% | 30.8% | 26.4% |
| FSI | 26.4% | 27.6% | 40.2% | 21.7% |
| Broadcast TV | 23.6% | 19.7% | 22.9% | 19.0% |
| Internet | 19.0% | 11.4% | 8.9% | 7.9% |
| 16.7% | 12.7% | 8.7% | 6.8% | |
| Coupon | 14.1% | 16.7% | 52.2% | 11.2% |
| Source: BIGResearch |
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