2012 dii-e book-1
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Transcript of 2012 dii-e book-1
DigitalInfluenceIndexThe 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.
Internettrumps friends and family when it comes to influence.
THE
1 32ADVICE INTERNET EMAIL
Internet (excluding
email)
Email Television Newspapers Mail or information through the
post
Magazines RadioAdvice offline from friends,
family or colleagues
13.7hrs.
PER WEEK
9.8hrs.
PER WEEK
VS.
TV is an increasingly distant second to the web.
Not-So-Prime Time:
When consumers “like brands” it’s
not just about discounts
Learn more about the brand79%
Receive discounts or coupons76%
Obtain exclusive information73%
Give postive feedback69%
Submit an idea59%
Display my brand affiliation58%
Give negative feedback53%
Feel like part of a community57%
Share my opinion67%
79%
to learn more about the brand,product or service75%
to receive a discount
73%
to obtain exclusive information
of consumers now use their mobile/smartphones to obtain information on products, brands or destinations at least
Nearly
days a week.3 4to
Group buying power gaining in popularity.
aware of group buying services are members while...
plan to use them more in the coming year.
of those
62%
51%
and opinions from blogs.Trust advice
26%
China40%
India36%
Japan25%
U.K.16%
Germany11%
Canada14%
U.S.9%
France12%
Chinese Internet use:
the explosion continues.
INTERNET USERS330mil.
TOTAL POPULATION312
mil.
Consumers that have played games with other people online.
43%PC’s 27%
Consoles
28%Mobile
52%Mobile
inChina
The growing opportunity in online gaming.
Game On!
75%
85%
85% of consumers use the Internet to help make decisions about goods and services related to their children, 75% for healthcare decisions, and 68% on money matters.
InternetThe
68%
use search engines when searching for information about a brand or product.
people go to a brand’s Facebook page for information.
89% of consumers
1 in 5
continues to grow.
indicate that the Internet will influence their decisions more in the next two years.
Internet influence
51%
20132012
U.K.
Germany
France
U.S.
Japan
China
India
Canada
Internet will influence my decisions more
Colby VogtVice President, Fleishman-Hillard Research and [email protected]
Regina A. CorsoSenior Vice President, Harris Poll, Public Relations and Youth [email protected]