Posts Tagged ‘Digital Influence Index’

Internet impact on consumer behavior

Wednesday, July 30th, 2008

The Digital Influence Index (PDF), a survey by Fleishman-Hillard and Harris Interactive, examined the impact of the internet on consumers in the United Kingdom, France and Germany. Some of the key findings are:

“Across all three countries addressed by the study, the Internet has roughly double the influence of the second strongest medium — television — and roughly 10 times the influence of printed media. Globally, however, online advertising captures only 7% to 8% of the total advertising market.” (2)

“As much as they value these benefits, European consumers in the U.K., France, and Germany still have strong concerns about Internet safety and about the trustworthiness of the information they find online.” (4)

“Although most survey results were consistent across all three countries studied, several interesting distinctions emerged: U.K. consumers are the most likely to have created an online profile site on a social networking page. Germany leads the three countries in Web research and Web 2.0 publishing; German Web users evidently like to express their opinions online but are careful to check their facts. French consumers are the most engaged in digital communications — two-thirds of Web users own a webcam and three-fourths use instant messaging.” (5)