eMarketer reports that BIGresearch found that online media aren't as influential as some non-digital media. A survey of 14,000 people found that they generally reported word-of-mouth and broadcast TV as more of an influencer on their purchase decisions, although there were some exceptions for certain product categories. Separately, Nielsen/NetRatings found that online buyers often made up their minds on purchase decisions via offline media, although online sources such as search engines and websites were the dominant factors.