Google has launched its fourth annual Consumer Barometer tool to provide more insight into how consumers are using digital media as part of their shopping experience.
The barometer can be used to compare how often people go online, how many connected devices they have, how people research and purchase online, and the influence of video on their shopping habits.
It is based on two research studies conducted this year in more than 50 countries involving more than 150,000 respondents.
The findings shows internet users in the UK are the most likely in Europe to have researched their latest purchase online. On average, 28% of Brits consulted the web regarding their purchase across 10 product categories, compared with 18% across Europe.
The studies also found 38% of under 24s researching purchases online in the UK used smartphones, compared to an average of 21% across all age groups.
“People now use digital media for a huge array of purposes, but it isn’t always easy to tell what channels and activities are the most effective, particularly if you’re dealing with multiple markets and products,” said Peter Cory, agency sales director at Google.
“Our latest Consumer Barometer captures a vast array of new consumer research and enables anyone to easily explore how consumers are behaving in this brave new digital world.”