Among adults who use the internet while watching TV, women are more likely than men to purchase a product online that was featured on TV, details Nielsen [download page] in an April 2012 report. In fact, with an index score of 112, they are 12% more likely than the average US adult online to purchase online a product featured on TV. Men, by contrast, lag behind the average with an index score of 86. There is a significant gap in response rates when it comes to age, too: adults aged 25-54 are 29% more likely than the average US adult to buy a product online that was featured on TV, while those 55 and over trail distantly, with an index score of just 70. (more…)
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TV Influence on Online Product Purchases Varies by Gender, Age
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