Digital Influence Index

The 2012 Digital Influence Index assesses the relative role and the influence of different media in the lives of consumers. This project was designed and led by the Fleishman-Hillard digital research group, a team within the Fleishman-Hillard research network focused on providing research that supports the digital transformation of communications. Analysis and insight development were conducted in partnership with Harris Interactive. Harris Interactive conducted fieldwork for this study through a comprehensive, 15-minute, online survey among a representative sample of 4,612 Internet users in China, the U.S., Japan, Canada, Germany, France, the U.K. and India.

This work took place between May and June 2011. Respondents to the survey were recruited from various panels managed by Harris Interactive across the markets surveyed.

Internet THE trumps friends and family when it comes to influence. 2 ADVICE 1 INTERNET 3 EMAIL Internet (excluding email) Advice offline from friends. family or colleagues Email Television Newspapers Mail or information through the post Magazines Radio .

PER WEEK 9.8 hrs. 13.Not-So-Prime Time: TV is an increasingly distant second to the web. PER WEEK VS. .7 hrs.

product or service When consumers “like brands” it’s not just about discounts .73 to obtain exclusive information % 79 % % 75 to receive a discount 79% Learn more about the brand 76% Receive discounts or coupons 73% Obtain exclusive information 69% Give postive feedback 67% Share my opinion 59% Submit an idea 58% Display my brand affiliation 57% Feel like part of a community 53% Give negative feedback to learn more about the brand.

.Nearly of consumers now use their mobile/smartphones to obtain information on products. brands or destinations at least 3 to 4 days a week.

Group buying power gaining in popularity.. plan to use them more in the coming year. 62 % of those aware of group buying services are members while.. 51 % .

S.Trust advice and opinions from blogs. . Canada % 40% 36% 25% 16 % 14% 12% 11% France Germany 9% U. 26 China India Japan U.K.

330 INTERNET USERS mil. mil. 312 TOTAL POPULATION .Chinese Internet use: the explosion continues.

28 Mobile % 52 Mobile % in China .Game On! PC’s The growing opportunity in online gaming. Consoles 43 % 27 % Consumers that have played games with other people online.

. 75% for healthcare decisions. and 68% on money matters.85 % 68 % The Internet 75 % 85% of consumers use the Internet to help make decisions about goods and services related to their children.

.89% of consumers use search engines when searching for information about a brand or product. 1 in 5 people go to a brand’s Facebook page for information.

France 51 2012 2013 % indicate that the Internet will influence their decisions more in the next two years. Germany Canada U.Internet influence continues to grow. Internet will influence my decisions more China India Japan U.S.K. .

Harris Poll.vogt@fleishman. Corso Senior Vice . Public Relations and Youth Research rcorso@harrisinteractive.Colby Vogt Vice Regina A. Fleishman-Hillard Research and Insights colby.

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