‘The Consumer Barometer’: the role of online in the consumer journey
The Consumer Barometer is a global effort by IAB Europe in partnership with TNS Infratest and Google to quantify the role of online in the consumer journey from research to purchase. To better understand this journey, the Consumer Barometer provides insight into past purchase behaviors and, as well as a perspective on how consumers interact with the internet as a source of information for informing purchase decisions.
The data available on this website originates from two different sources: the Consumer Barometer study and the Enumeration study. The Enumeration study was conducted in the same countries to ensure the Consumer Barometer results are representative of the online population. Internet usage and device usage data coming from the Enumeration study was added to this website.