A fresh survey by Deloitte and GfK has revealed that a large number of UK consumers regularly shop online from the comfort of their homes while simultaneously watching television.

More than half of the 4,000 shoppers surveyed said they browse the web while watching television, with 45 per cent of them admitting that they visit shopping sites.

The survey also revealed that the number of people who didn’t browse the web while watching television declined from 39 per cent in 2010 to 22 per cent this year.

Around 20 per cent of the 18-24-year olds said they browse the web and purchase the product online after seeing the product advertised on television.

Commenting on the findings, Jolyon Barker from Deloitte said, “Today television appears to exert a significant influence on purchasing decisions made within the living room and in the high street.”

Barker added that the number of consumers influenced by television advertisements might grow over time.

The survey also revealed that around 50 per cent of consumers have plans to invest in an HDTV or a new tablet PC within a year to come.