The impact of the internet on customer behaviour
A few weeks ago I posted about the impact of the internet on customer behaviour, Internet: twice as influential as TV; eight times as print media. This looked at a study, tracking and measuring the impact of the internet on consumer behaviour across three European countries (UK, France and Germany), suggests that the internet is twice as influential as television and eight times as influential as print media. These findings come from the Digital Influence Index study from PR firm Fleishman-Hillard and research firm Harris Interactive.
The study found that consumers were more likely to seek, and then to trust, reviews of products and services online than on television or in print media. They go to social media and product rating sites to get information on products, even if they don’t buy them online; trusting the opinions of others more than the push messaging of traditional advertising approaches. They go to the corporate sites when they want a more transactional experience, or are buying more commoditised items like utilities or airline-tickets.
I have come across the slides that support this presentation and thought I’d post them here.