Study: Internet influences consumer’s decision-making process

Advertising, Digital & Media, Marketing

“2010 Digital Influence Index”, study released by Fleishman-Hillard International Communications and Harris Interactive, shows that Internet is the most influential media channel, even if the marketers aren’t capable yet to fully capitalize it.

According to a press release published on PRNewswire, the study showed also many aspects regarding the way users consume internet, from media consumption patterns to digital behaviors and involvement with online social networking.

The study, now in the 2nd year, covered half on online population, including from France, Germany, UK, Canada, China, Japan and US.

According to study’s findings, Internet is by far the most important medium in the lives of consumers, yet companies continue to underestimate the online marketing and do not invest big enough budgets in it. Also, digital become core for the decisions made by consumers, being used for research, information and purchase.

People trust the internet the most when they have to choose from multiple sources, even when the other choice is a friend.

On the other hand, the study shows that the trust in bloggers for hire continues to be weak, as internet users from all countries studied said they don’t trust content produced by sponsored or paid bloggers.

When it comes to Twitter, microbloggers trust companies that listen and respond in real time, considering that is a sign that those organizations care about their needs and want their feedback.

“Digital Influence Index”, a joint venture between Fleishman-Hillard and Harris Interactive, was designed and led by Fleishman-Hillard’s digital research group, while analysis and insight development was conducted in partnership with Harris Interactive. The data gathering for the study took place between December 2009 and January 2010.