Blog

Results of a large digital influence study in Europe shows the Internet has twice the influence of television and eight times the influence of print on consumer behavior. The study by Fleishman-Hillard and Harris Interactive surveyed nearly 5000 people in the U.K., Germany and France.

From the Harris news release:

“‘The research shows that the internet stands out as the most important communications medium in the lives of European consumers today’, said Dave Senay, president and chief executive officer of Fleishman-Hillard . “But there’s a mismatch between the growing impact of the digital channel and the proportion of marketing and advertising resources organizations allocate to it, relative to other media. This study provides insights across a wide range of consumer behaviours and decisions that will help communicators be more strategic in their marketing mix.”

You can find a comprehensive 39-page PDF of the key findings here. While the survey focused on the European marketplace, Matt Dickman, Director of Digital Marketing at Fleishman-Hillard’s Cleveland office believes the findings “are global in nature.”