ECommera, a provider of ecommerce trading solutions in which WPP has a stake, interviewed two thousand online consumers among a nationally representative UK sample.
It found that whereas 42% of consumers would buy from an aggregated online retailer offering a choice of brands, just 13.6% would go direct to a brand's website, for example Levi's if the consumer was looking to buy jeans. 29% said they didn't mind and 15.4% said they would visit an online store with a high street presence.
The report also found that consumers are much more likely to visit a website which has been recommended by family or friends.
The survey asked consumers to choose two factors which most influenced their decision to shop on a websites. Seven out of 10 people interviewed put personal recommendations as one of their two key factors.
Just 21% said advertising on TV, radio and print was one of their two key influences.
The second most influential factor was the brand's high street presence, which was cited by 46% of the people surveyed.
Finding websites through a Google search was also a popular factor, as 35% of consumers said this would be one of their top two influences when choosing a website to buy products online.
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