The Internet Has The Strongest Influence on Consumer Purchasing Decisions

According to the global “2012 Digital Influence Index*”, released recently by Fleishman-Hillard International Communications, the internet stands out as the most important communications medium in the lives of all consumers in all countries studies.

The Internet is most Influential in the consumer purchasing decision process than advice from friends/family and any other medium such as TV, Newspapers…

66% of online consumers consider the Internet helping them make purchase decisions,
• compared with 61% from friends or family,
42% from TV.

The Internet helps consumers making decisions about goods and services

Its influence is strongest when it helps making decisions about products and services for children, healthcare and when it comes to saving money:
85% of consumers use the Internet to help make decisions about goods and services related to their children,
75% for healthcare decisions,
68% on money matters.

The Internet Influence will be even more important in 2 years from now

51% indicate that the Internet will influence their decisions more in the next two years.

The full study is available for download here.

*Source: Fleishman Hillard, Digital Influence Index, march 2012; the study was 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.

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