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Average Consumer a thing of the past says Weber Shandwick

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By The Drum Team, Editorial

November 9, 2009 | 4 min read

Weber Shandwick has revealed the findings of its study into the media habits of European consumers - proving that there is no such thing as the "average consumer".

Providing an insight into the communication channels that influence consumer opinion and purchase habits, the survey – entitled Inline Communications – examined the media habits of 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 today rely on many different types of media not just to form opinions but also to influence one another.

The key findings were that:

• Young European consumers are more influenced by the traditional media than their older counterparts.

• Over half of European consumers under the age of 35 expressed a desire to interact with brands via social networks.

• Advertising is cited as having the least influence on Europeans’ purchase decisions.

• Many European consumers do not wholly accept what they read online until they have checked the facts in mainstream, traditional media.

• Profiles are fairly consistent across all European markets.

The findings specific to the UK found that online advocacy – defined as online user reviews and recommendations – has replaced recommendations from friends and family as the most influential channel for 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 consumer purchase decisions. The importance of traditional media (television and radio, newspapers and magazines) was apparent in its level of influence across all markets, with 23% of UK respondents quoting the mainstream media (broadcast (11%) and print (12%)) as their principal source of information.

With just 10% of UK consumers citing its relevance, mainstream advertising was found to have the least influence of all communication channels on consumer purchase habits and buying decisions.

However, while online research is referenced as the most influential channel, the continued importance of traditional media as a ‘proof point’ is apparent with 43% of European consumers not believing what they have read online until they have checked the facts in the traditional media.

The survey also found that one in three of (31%) of UK consumers stated that they would be interested 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, Nora Senior, MD of Weber Shandwick in Scotland 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 use 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.”

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