Numbers of respondents selecting each source; multiple selections possible. Question base varies by filtering and routing.
Product-category allocations
Respondents assigned one shopping category
1,237 assigned categories; one completed record has no recorded allocation.
How online reviews help
Multiple responses allowed · Q12 · All categories
Counts rather than percentages because multiple answers are permitted; all-category view only.
Age profile
Age bands among those answering demographic question · Q29
n=1,017 valid answers. Not necessarily representative of the wider population.
Interpretation notes. Completed interviews only (n=1,238); no started or quota-overlimit records. Routing and non-response reduce bases on individual questions. Percentage charts use the number giving a valid response to that question in the chosen category. Multiple-answer charts show counts, not percentages. All figures are unweighted. The assigned-category filter is available for Q9, Q11 and Q23; other overview charts retain the all-category data and are labelled as such. No respondent-level data, emails or IP addresses are included.