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Public relations firm Fleishman Hillard just released the most recent version of their annual Digital Influence Index study. Based on an extensive survey of Internet users in 8 countries— Canada, China, France, Germany, India, Japan, the United Kingdom and the United States—the Digital Influence Index measures how the Internet influences consumer purchasing decisions.
Here are 5 of the key findings that have the most relevance for marketing, advertising and media professionals.
#1 The Internet is the most popular medium
In the surveyed countries, people spend a lot more time on the Internet (13.7 hours a week) than watching TV (9.8 hours a week). No other form of media came close to the first two in terms of time. However, it’s interesting to note that activity #3 was using a mobile device: respondents spend 4.7 hours a week using them.
#2 The Internet influences more than friends or family
In almost all the countries, respondents said that the Internet influences their purchasing decisions more than family or friends. Now, it’s important to note that the Internet’s influence varies according to the type of product. The Internet influences buying decisions the most when it comes to trips/leisure activities, electronics and personal finance products.
#3 Shoppers are researching products online with mobile devices
Almost two-thirds of the people surveyed said that least 3 or 4 times a week, they use their cell phones to get information about products, brands or destinations.
#4 Group buying is more and more popular
More than 60% of shoppers said that they’re members of sites like Living Social and Groupon. In addition, more than half of those who use group buying sites say they plan to use them more often in the future.
#5 People don’t follow brands on social media just to get discounts
According to the survey, saving money is not the main reason that people follow brands on social media. In fact, the #1 reason for people to follow brands is to get more information: 79% said they do this, compared to 76% who follow brands for discounts and offers. That said, the Internet users surveyed cited a number of other reasons for following brands on social media:
• Obtain exclusive information (73%)
• Give positive feedback (69%)
• Share their opinions (67%)
• Send an idea to a brand (59%)
• Show brand affiliation (58%)
• Feel they’re part of a community (57%)
Beyond discounts, it looks like Internet users look to interact and dialogue with brands online, which makes sense given the basic purpose of social media. These results also offer some hints for brands as to how to tailor their social media efforts to align them with the reasons that their customers follow them.
To find out more how can help you reach Internet users in Brazil and Latin America with a well-targeted campaign, please contact us: info@usmediaconsulting.com.
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