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Consumers in Canada Research Online, but Don't Buy, After Seeing TV Ads

English speakers more likely than French speakers to purchase online after viewing a commercial

About half of adults in Canada have headed to the internet to get more information about something they saw on TV, according to December 2013 research from the Television Bureau of Canada conducted by BBM Analytics. But most haven’t made the next step to buying online.

The survey found the most common activity conducted by TV viewers who took an action online was simple research: Nearly three-quarters of respondents who did anything online after seeing a TV commercial reported looking for information about the product or service. About one in five also said they had requested information. A comparatively small 10.7% actually bought something, and a further 5.4% placed an order.

English speakers were slightly more likely than French speakers to report having bought or ordered something after seeing a TV commercial, though French speakers were significantly more likely to say they researched products or services online after seeing them on TV.

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