Pan-European study reveals online advocacy the as the most influential communications ch
Weber Shandwick, one of the world's leading global public relations firms, announces today the findings of its exclusive pan-European study into the media habits of European consumers.
Providing an insight into the communication channels that influence consumer opinion and purchase habits, the survey – entitled INLINE Communications – examined the media habits of 4,692 consumers across six major European markets (Belgium, France, Germany, Italy, Spain and the United Kingdom). 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 European consumers. It is the most influential source of information with every market surveyed citing online reviews as their principal source of information (26%).
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 (television and radio, newspapers and magazines) in its level of influence across all markets, with 23% of European respondents quoting the mainstream media (broadcast and print) as their principal source of information. Specifically, it was found that newspapers and magazines are more influential to French and UK consumers than those in other key European markets.
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.
However, while online research is referenced as the most influential channel, the continued importance of traditional media is apparent with 40% of European consumers, and almost half (43%) of UK consumers, not believing what they have read online until they have checked the facts in the traditional media. Further, contrary to popular opinion, traditional media was found to be a major influencer across all age groups, including young people (under the age of 35).
The survey also found that one in three of (31%) of UK consumers stated that they would be interest in interacting with their favourite brands via social networking sites, while 24% were strongly opposed to the concept.
Commenting on the importance of the new research, Colin Byrne said: “The maturing of Web 2.0 has dramatically changed the communications landscape. Our research demonstrates that anyone seeking to influence consumers today can no longer afford to view online and offline separately, or indeed online tools as a mere add-on to traditional PR campaigns: businesses now need to integrate all channels into a holistic communications approach to create advocates who will carry their message—something we call INLINE communications.”
James Warren, Weber Shandwick’s Chief Digital Strategist, added: “This survey has provided us with an interesting insight into consumer behaviour and proves that there is no such thing as the ‘average consumer’. Each individual age demographic and country is influenced in their own specific way, which shows us that there is a real need to create INLINE communications campaigns that can effectively target each and every media outlet. I hope this is something brands and businesses will begin to take into consideration.”
