Marketing channels in two different countries in purchase decision

In this first screen shot, we have the detail of the French shopping industry related to medium marketing channels. We see that for France, medium marketing channels have the following order in terms of interaction on the customers' purchase. In France, the referral comes first, the organic and generic paid searches and the through email, and finally social, dispaly click and brand paid search.

In the UK, the situation is a bit different, as the social apsect comes in first position at the social position, comes after the referral and organic search, the generic paid search and email later on and finally the display click and brand paid search.

The main difference remains that in France the social aspect comes last and in the UK it comes in pole position.

As a similitude, we can see in both screen shots that the referral and organic search come in second position so this is important in medium marketing channels for the shopping industry.