The chart below focuses on how internet users discover new products – a key topic in our new GWI Brand report (a free summary of which can be downloaded here).

While online press coverage remains the most important source for discovery, peer-to-peer channels are major go-to points too: 4 in 10 have found a brand through a recommendation, a third via a consumer review and 30% through a comment on a forum.

Age-based trends are key here, though. So, whereas 16-44s show the biggest preference for online press, 45-64s are the most likely to take a friend’s recommendation. Older internet users are also ahead for finding brands through in-store displays, while 35-44 year olds over-index the most for product comparison sites.

25-34 year olds display their love of networking by over-indexing for updates by a brand on social media, while celebrity endorsements are most likely to bring brands to the attention of 16-24s.

You can download the full version of our new GWI Brand report from our Insight Store, here.


Written by

Felim is Senior Trends Manager at GWI. He oversees the Trends team who produce a wide range of off-the-shelf reports and infographics along with our Chart of the Day series. Moving to GWI after completing a PhD, Felim specializes in writing about online consumer behaviors and digital trends.

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