All news

Pan-European study reveals online as the most influential communications channel

19 ноября

Weber Shandwick, one of the world's leading global public relations firms, presented in Ukraine by PRP Ukraine agency, announced the findings of its exclusive pan-European study into the media habits of European consumers. The major finding of the research was that European consumers alike today rely on a plurality of media not just to form opinions but also to influence one another.

The study found that online advocacy – defined as online user reviews and recommendations – has replaced recommendations from friends and family as the most influential channel for 26% of European consumers. The survey also found that most European consumers under the age of 35 stated that they would be interest in interacting with their favourite brands via social networking sites. The reviews and recommendations of friends and family (20%) was cited by all markets surveyed as the second most influential communications channel for European consumer purchase decisions. Similarly consistent is the importance of traditional media in its level of influence across all markets, with 12% of European respondents quoting the mainstream media as their principal source of information and 9% - radio and television. With just 9% of European consumers citing its relevance, mainstream advertising is found to have the least influence from all communication channels on European consumer purchase habits and buying decisions.

The important finding of the research was also that European consumers alike today rely on a plurality of media not just to form opinions but also to influence one another. However, while online research is referenced as the most influential channel, the continued importance of traditional media is apparent with 40% of European consumers not believing what they have read online until they have checked the facts in the traditional media.

To download the "INLINE Communications" presentation click here.