Digital Influence Index

The Digital Influence Index Study:Understanding The Role Of The Internet In the Lives of Consumers in the UK, Germany and France

Questions about details of research findings: FH Research, Brian McRoberts, [email protected]

Research conducted in December 2007 and January 2008 by Fleishman-Hillard and Harris Interactive

Questions about methodology and conducting additional online research:

Harris Interactive, [email protected]

2

Quick Background On The Study

• Interviewing for the online survey took place between December 2007 and January 2008.

• We interviewed 4,921 Internet users across three countries:

UK = 1933 respondentsFrance = 2013 respondentsGermany = 975 respondents

• The data was quota sampled and then weighted using a proven bias correction method called Propensity Scoring to ensure a representative sample of internet users across each country.

3

What types of questions are answered by insights from the digital influence index study?

Question #1 - Influence: What is the influence of the internet compared to other media?

Question #2 – Adoption of Behaviours: What online behaviours are consumers adopting?

Question #3 – Impact on Decision-making: What is the impact of the internet on specific consumer decisions?

Question #4 - Attitudes: What are consumer attitudes towards the internet?

Question #5 - Differences by Country: What are the differences by country?

4

Share of Influence(Based on Point Allocation)

Insight #1 – Influence: How influential is the Internet? Influence of each media on decisions

UK

Germany

France

Internet, 40%

TV , 22%

Magazines, 11%

Newspaper, 14%

Radio, 13%

Internet, 42%

TV , 23%

Magazines, 9%

Newspaper, 12%

Radio, 14%

Internet, 37%

TV , 25%

Magazines, 11%

Newspaper, 10%

Radio, 16%

5

Insight #1 – Influence: How influential is the Internet? Weekly time spent per media

2.1

1.8

7.4

14.6

13.9

39.8

2.1

2.6

9.4

11.6

12.7

38.4

1.6

2.2

10.5

13.0

43.5

16.2

0 10 20 30 40 50

Magazines

Newspapers

Radio

Internet

TV

Total Media Time

UKGermanyFrance

Time Spent by Media Share of Time

UK

Germany

France

Internet, 30%

TV , 33%

Magazines, 7%

Newspaper, 8%

Radio, 21%

Internet, 30%

TV , 38%

Magazines, 4%

Newspaper, 6%

Radio, 22%

Internet, 38%

TV , 35%

Magazines, 6%

Newspaper, 5%

Radio, 17%

6

Insight #1 – Influence: How influential is the Internet?Media that has no time spent or influence

8%

13%

25%

18%

5%

10%

14%

13%

3%

11%

26%

28%

0% 5% 10% 15% 20% 25% 30%

TV

Radio

Newspaper

Magazines

UKGermanyFrance

% With No Time Spent In Average Week In Media % Who Say Media Has No Influence On Decisions

6%

9%

18%

13%

8%

14%

12%

15%

10%

22%

25%

32%

0% 5% 10% 15% 20% 25% 30% 35%

TV

Radio

Newspaper

Magazines

UKGermanyFrance

7

Insight #1 – Influence: What is the Digital Index?

Benefits: easy to understand, replicable across countries/sectors, trackableCaveats: self reported, does not incorporate outcomes

Creation of Digital Influence Index Benchmark

B = % share of influence of Internet vs. other media helping to make

everyday decisions

Digital Influence Index Score = A + B%

5 different media typesWatching TV ● Reading Newspapers

Reading Magazines ● Listening to RadioUsing the Internet

A = % share of time spent on Internet vs. other media

(typical week/hours)

Influence of media typeTime spent with media in a typical week

8

Internet 44%TV 34%Newspapers 5%



Insight #1 – Influence: What are the Digital Influence Index scores telling us?

Media Index Scores by Country

UK

Germany

France

The Internet is more impactful than other forms of media …

… more than traditional media forms such as TV and newspapers …

… and this is remarkably consistent across countries.

9

Insight #2- Adoption of Behaviours: How are online behaviours organized?

Early Web Behaviours

Advanced Behaviours

People consume content on the internet to find information that helps them make decisions or as entertainment.

Research

Communication

Commerce

Publishing

Mobility

Web 1.0

Web 2.0

Web 3.0

People use the internet to communicate with other people.

People use the internet to purchase goods and services or actively manage finances.

People use the internet to express themselves by generating content.

People are free from the fixed points and use internet technologies while on the go.

Examples

Read information on politics and current events

Use instant messaging

Make purchases online

Rate products and services

Surf the Internet –mobile device

Behaviours

10

Insight #2- Adoption of Behaviours: What online behaviours are consumers adopting? Behavioural Index Scores by Country

16%

24%

48%

43%

60%

46%

22%

34%

44%

61%

63%

45%

16%

30%

41%

49%

44%

53%

0% 10% 20% 30% 40% 50% 60% 70%

Publishing Index

Mobility Index

Communication Index

Commerce Index

Research Index

Total Digital Index

UKGermanyFrance

11

Insight #2- Adoption of Behaviours: What research behaviours are consumers adopting?

34%

54%

53%

57%

35%

59%

55%

82%

73%

64%

75%

82%

30%

51%

63%

83%

38%

56%

50%

61%

77%

74%

71%

87%

23%

44%

44%

48%

50%

51%

53%

57%

63%

65%

84%

49%

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

Reading w eblogs (blogs)

Watching online v ideos (dow nloaded or streaming)

Reading professional online articles and publications

Reading information on Wikipedia

Reading information that helps manage y our finances

Reading information on a health condition or illness

Listening to music online (Internet radio/streaming or dow nloaded)

Finding listings and directions for shops in y our area

Finding information and directions for ev ents in y our area

Finding information on trav el destinations, flights and hotels

Reading information on current ev ents or politics

Looking for information that compares prices and options for an upcoming major purchase

UK

Germany

France

12

Over 80% of online consumers in each country use the internet to conduct comparison shopping for major purchases.

Over 3 out of 4 online consumers use the internet to manage bank accounts.

A vast majority of consumers (70%+) are now using their mobile phones to send and receive text messages.

Over 2/3rds of online consumers use the internet to keep up with current events or politics.

Around 30% of online consumers post a comment to an online newsgroup or a website during a typical week.

Less than one in five consumers have adopted mobile behaviours which let then take videos, surf the internet, send and receive email or play video.

Insight #2- Adoption of Behaviours: What online behaviours are consumers adopting? (A few nuggets)

13

Insight #2- Adoption of Behaviours: How do different behaviours relate to the influence of the internet compared to their adoption levels?

Adoption

Relationship to Digital Influence

Index

High adoption and very important to the influence of the Internet.

Important Growth Behaviours

Post comments to a website

Reading weblogs (blogs)

Create an online profile

Personalise web pages

Write a blog

Key Behaviours

Looking for information that compares prices

Reading information on current events or politics

Reading information on Wikipedia

Reading professional publications

Emergent Behaviours

Rate things

Select a doctor

Surf the Internet - mobile device

Tag and Categorise content

Contribute to wikis such as Wikipedia

Mature Behaviours

Send & receive text messages - mobile device

Buy an item from a website

Finding information and directions for events

Reading information on health

Pay bills

Low adoption, but very important to the influence of the internet

High adoption, but not as important to the influence of the internet.

Low adoption and not as important to the influence of the internet

50% ADOPTION

14

Insight #3 - Impact on Decision-making: Made a decision and did the internet help?Example of some of the 35 life decisions

Note: Weighted total across UK, Germany and France.

30%

61%

62%

64%

74%

89%

0% 20% 40% 60% 80% 100%

Purchasedhealthcareproducts

Campaigned onan issue that was

of particularinterest to you

Applied for acredit card

Entered into acontract with aMobile Network

Operator

Purchased aplasma/LCD

television

Purchasedairline/train

tickets

70%

30%

19%

26%

18%

57%

0% 10% 20% 30% 40% 50% 60% 70% 80%






Operator


television


tickets

Made a Decision In Past 12 Months Internet helped with the decision

Travel/Leisure

Health/Fitness

Major PurchasesService Contracts

Personal Finance

Political Decisions

15

Insight #3 - Impact on Decision-making: How did the internet help?A snapshot of the impact of sponsored content compared to consumer-generated content (Web 2.0)

Travel/Leisure

Health/Fitness


Personal Finance

Political Decisions

Consumer Visited Company or Politically Sponsored Content

Consumer Looked for Comments and Advice from Other Consumersvs.

26%

29%

34%

42%

45%

55%

0% 10% 20% 30% 40% 50% 60%





tickets


television



Operator

56%

30%

5%

49%

19%

28%

0% 10% 20% 30% 40% 50% 60%





tickets


television



Operator

16

Insight #3 - Impact on Decision-making: How did the internet help?Degree of available choices vs. whether consumers look for sponsored or consumer-generated content (web 2.0)

High Ratio of Looking for Comments from Other Consumers

High Degree of Available Choices

Company/Government Dominant with Many Choices

Applied for a credit card

Made investments such as stocks, shares, unit trusts, bonds etc.

Purchased private healthcare

Made mortgage arrangements

Secured a loan from a bank or other finance provider

Purchased sports equipment

Purchased a mobile phone/Blackberry/i-phone

Company/Government Dominant with Limited Choices

Purchased car hire

Entered into a contract for Fixed Line Telecoms

Entered into a contract with a Mobile Network Operator

Purchased airline/train tickets

Purchased/renewed car insurance

Purchased gym/health club/spa membership

Purchased tickets for leisure events, sporting, music, cinema

Purchased tickets for leisure events, sporting, music, cinema

Made pension arrangements

Entered into contract with an Electricity provider

Entered into contract for cable/satellite TV

Entered into contract for Broadband connection to the Internet

Entered into contract with a Gas provider

Entered into contract with a Water supplier

Consumer Opinions Dominant with Many Choices

Purchased a games console

Purchased an MP3 player

Purchased a digital camera

Made a donation to a charity

Purchased a plasma/LCD television

Purchased healthcare products such as pain medication, cough/cold remedies, vitamins, dietary supplements

Purchased a PC/Laptop

Participated in computer gaming

Selected a new doctor/dentist

Made hotel reservations

Purchased books/CDs/DVDs

Purchased a holiday

Consumer Opinions Dominant with Limited Choices

Campaigned on an issue that was of particular interest to you

Voted for a candidate in a national, regional, local election

Campaigned on behalf of a political party

17

Insight #3 - Impact on Decision-making: How did the internet help?Another view of six ways internet can help


Looked for/read commentsfrom others

Read an online advertisement

Visited a product/pricecomparison website

Used a search engine

Visited a company website

Visited a politically-orientedwebsite



Campaigned on an issue that was ofparticular interest to you

18

Insight #4 - Attitudes: What are consumer attitudes towards the Internet?

50%

75%

81%

71%

57%

75%

66%

65%

79%

0% 20% 40% 60% 80% 100%

I believe that theinternet helps me

make betterdecisions

I believe that theinternet helps

keep meconnected to myfriends and family

I believe that theinternet saves

me time

UKGermanyFrance

Benefits of the Internet Trust and Safety on the Internet

26%

35%

28%

42%

52%

26%

24%

32%

36%

23%

21%

29%

28%

50%

55%

0% 10% 20% 30% 40% 50% 60%

I trust the informationon the Internet that is

provided by otherInternet users


provided bygovernments


provided bycompanies

I believe that it is verysafe to sell and buy

things on the Internet

I believe that it is safeto communicate withother people on the

Internet

UKGermanyFrance

19

United KingdomAt 31%, British online consumers are the most likely to work on an online profile (Example: Facebook) as part of a social network compared to only 14% of French online consumers.

British consumers are less likely to engage in most online researching behaviours.

GermanyGerman consumers are more likely to read information on Wikipedia (83%) or read professional articles (63%.)

The Germans (11%) are also more likely to contribute to wikis.

Germans are more likely to play online games (22%).

German consumers are much more likely (86%) to buy and sell (61%) items using an online auction.

Germans (21%) are much more likely to remix materials they find online into a new creation.

FranceFrench consumers are much more likely to use the internet to find listings and directions for local shops (82%.)

French consumers are more likely to read blogs (40%).

Over 7 in 10 of the French Instant Message.

Insight #5 - Differences by Country

20

What are the Insights of the Digital Influence Index Study?

Insight #1 - Influence: The Internet is by far the most important medium in the lives of European consumers…but companies are underinvesting in that influence.

Insight #2 – Adoption of Behaviors: Consumer use of the Internet falls into five distinct classes of behaviours. Smart marketers will clearly understand the mix of behaviours that is most critical to their business — and formulate integrated campaigns to address that mix.

Insight #3 – Impact on Decision-making: Consumers use the Internet in different ways to make different decisions. The differences are driven by the impact of the decision on their lives and the range of available choices.

Insight #4 - Attitudes: Consumers see the clear benefits of the Internet to their lives, but they still have strong concerns that need to be addressed.

Insight #5: Differences by Country: Although most survey results were consistent across all three countries studied, several interesting distinctions emerged.

21

Marketers and communications specialists can use the insights in this study of more than 30 life decisions to help plan the emphasis of a digital strategy for influencing consumer choices about their product or service.

Some macro-level steps are recommended:

Audit the space around your brand, products, and services

Establish the best mix of Web 1.0 and Web 2.0 behaviours for campaign planning

Recognise the proper role of the companies engaging in Web 2.0 behaviours is to participate and not control

Key Implications of Findings

22

Digital Presence: Almost all consumers use the Internet to find information to better inform their decisions. It is important for a company to actively manage its digital presence:

Search and online visibility are key: Have a good Search Engine Optimisation (SEO) program to drive search visability.

Build a strong website: It is often the first and only time a consumer will interact with a brand or organisation.

Wikipedia. Many consumers are using Wikipedia as a key source. Companies need to actively engage in shaping their Wikipedia entries and not be defined by others.

Join the online conversation. Actively engage with consumers and influencers, both the supporters and detractors, and maintain open dialogue.

Mobility. Internet content is increasingly being consumed on smart mobile devices, so a company needs to make sure that its content is mobile-ready:


23

Consumers clearly embrace the Internet because of its benefits, but they still have strong concerns about trust and security that need to be addressed.

Any engagement with consumers in the digital world needs to be based on an open and honest representation of interests and positions. To do otherwise will likely backfire.

Consumer conversations, opinions, and ratings are indelibly documented online. Resolving issues online quickly and satisfactorily is imperative to both immediate and long-term reputation.


24

Appendix

25

Importance ratings: At least half of online consumers across all three markets say that the Internet is important to life decisions, comparable to offline word of mouth from friends and family members and much more than other forms of media such as TV or Newspapers.

Share of influence: The Internet is by far most influential of all media.

21%

28%

34%

33%

53%

54%

31%

43%

32%

46%

78%

79%

12%

26%

20%

20%

54%

61%

0% 20% 40% 60% 80% 100%

Magazines

TV

Radio

Newspaper

Word-of-mouth

Internet

UKGermanyFrance

Importance Rating to Decisions (Very/Extremely/Absolutely)

How influential is the Internet? Influence of each media on decisions

Question: Method 1: We’d like you to think for a moment about how important each of the following is to helping you make decisions in your everyday life. Please tell us how important each is by assigning points. You have a total of 100 points you can spend on each item below in anyway that you want as long as they add to 100. Method 2: In general, how important is information that you obtain from each of the following sources when making decisions in your daily life? Notes: Both methods were used in the survey and presented above. Share of influence is based on the point allocation method.

26

Background

As the Internet continues to increase its role as a critical force in a wide range of our life decisions it is important to understand the real extent of its influence in the decision making process and as a media channel in its own right.

The Internet is established and growing in the three markets reviewed (France, Germany, UK) with around 60%+ penetration, compared to just over 70% in the USA. Improvements in broadband delivery mean that the Internet is now a more usable tool with content becoming more sophisticated at a rapid pace.

Mobile Internet has provided consumers with the opportunity to access the Internet on the move and the enhancements that smart phone technology has delivered will remove some of the “pain” previously associated with mobile Internet, although there is still a way to go.

Despite the central and growing role of the Internet, very little research has been conducted to understand and quantify its influence, particularly when compared to other more traditional media channels. This creates a situation where it can be very difficult for companies to arm themselves with the information required to intelligently support their products and services through this new channel.

In order to develop a broad based understanding of the influence of the Internet Fleishman-Hillard and Harris Interactive , conducted a wide ranging study to look at a number of aspects as to how individuals currently engage with the Internet. This study brings together the thinking of market research practitioners and communications professionals. It explores a broad set of media questions among the growing online population in three major European markets (UK, Germany and France) and sets a benchmark for monitoring the deepening role of the Internet in the lives of consumers in coming years.

27

Time spent across media types/typical

week?

Influence of media types

to daily decisions?

Which online activities are they

engaged in?

What are their attitudes

towards the internet?

What impact did the internet have on specific

decisions?

Key Objectives, Questions and Measures

Key Objective: Establish the level of influence of the Internet on decision making

Key Questions:Can we develop an effective benchmark measure?

What role does the internet play at influencing different types of life decisions?

Which online behaviours are most related to the influence of the internet?

What online behaviours are consumers adopting?

What role do attitudes play at driving online behaviours?

What is the degree of engagement in advanced Web 2.0 behaviours?

Do different types of people have different index profiles?

Key Measures

28

Methodology

Design and analysis of this study was conducted by FH Research, working in conjunction with Harris Interactive.

The field work for this study was conducted by Harris Interactive, London through a comprehensive, 25 minute online survey among a representative sample of 4,921 Internet users in the UK, France and Germany.

UK = 1933 respondents

France = 2013 respondents

Germany = 975 respondents

Fieldwork for the survey took place between December 2007 and January 2008. Respondents to the survey were recruited from the various panels managed by Harris Interactive across the markets surveyed.

The data was weighted using a proven bias correction method used by Harris Interactive called Propensity Scoring to correct for self selection biases known to exist among respondents who have chosen to join an Internet panel and chosen to take part in an online survey.

The data was weighted to online population targets including those based on the following:

age

gender

education

region

internet usage

propensity

In addition, further weighting was applied to analyse the combined results, to reflect the online population sizes in each country.

29

Where does influence lie?

Source: Online population from Nielsen NR June and November 2007All other data from the Digital Influence Index Study

Online Population as % of total

% of all media time spent on internet

% of media influence of the internet

UK 66% 30% 42%

Germany 65% 30% 40%

France 55% 38% 37%

30

Insight #2- Adoption of Behaviours: What communication behaviours are consumers adopting?

19%

18%

31%

74%

100%

25%

22%

29%

42%

100%

12%

15%

29%

51%

99%

0% 20% 40% 60% 80% 100% 120%

Talking to other people using VoIP (Voice ov erInternet Protocol)

Play ing an online v ideo game w ith other people

Posting comments to an online new s group orw ebsite

Sending or receiv ing instant messages

Sending or receiv ing e-mails

UK

Germany

France

31

Insight #2- Adoption of Behaviours: What commerce behaviours are consumers adopting?

17%

11%

22%

28%

42%

52%

41%

77%

70%

43%

12%

28%

61%

81%

48%

80%

80%

86%

8%

10%

21%

35%

61%

64%

78%

81%

54%

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

Selecting a doctor or other prov ider of a health or medical serv ice

Activ ely managing inv estments by trading stocks, mutual funds or other inv estments

Making a pay ment in order to access or dow nload digital content, such as music, v ideo, ornew spaper articles

Selling an item using an online auction or online classified ad

Buy ing an item using an online auction or online classified ad

Making a reserv ation for trav el including airflights, trains and or hotels

Pay Bills

Manage Bank Accounts

Buy ing an item from a w ebsite

UK

Germany

France

32

Insight #2- Adoption of Behaviours: What publishing behaviours are consumers adopting?

5%

8%

13%

13%

17%

26%

35%

14%

11%

21%

8%

14%

17%

34%

49%

19%

5%

7%

8%

12%

13%

25%

29%

31%

0% 10% 20% 30% 40% 50% 60%

Contributing to wikis such as wikipedia

Remixing material you find online into your own creation

Creating or working on your own online journal or weblog (blog)

Categorizing or tagging content such as news stories, blog posts or photos

Customising or otherwise personalizing web pages for your own use

Posting Photos or albums on a web-site

Rating products, services, movies, restaurants or people

Creating or working on an online profile on a site like MySpace or Facebook

UK

Germany

France

33

Insight #2- Adoption of Behaviours: What mobility behaviours are consumers adopting?

5%

12%

16%

13%

22%

21%

45%

70%

9%

19%

16%

17%

37%

35%

57%

91%

7%

12%

18%

18%

29%

53%

87%

26%

0 0.1 0.2 0.3 0.4 0.5 0.6 0.7 0.8 0.9 1

Play v ideo or TV programs

Send and receiv e email

Surf the internet

Take v ideo

Play music or MP3 files

Play games

Take still pictures

Send and receiv e tex t messages

UK

Germany

France

34

Detailed look at the influence of the internet —Made investments such as stocks or shares

About 1 in 5 consumers made a decision about investments such as stocks and shares.Nearly three fifths of consumers said the internet helped them make that decision – but less than half in France.Company websites, search engines, comparison websites, online advertising and comments from other consumers play biggest role in how consumers use the internet to inform themselves for a decision.

How did they used the Internet?

17%

21%

14%

18%

0% 10% 20% 30% 40% 50% 60% 70% 80%

Total

UK

Germany

France

Made a decision in past 12 months?

Did the Internet help in the decision?

47%

61%

63%57%

0% 10% 20% 30% 40% 50% 60% 70%

38%

0%

2%

6%

29%

12%

21%

45%

19%

10%

1%

0%

3%

29%

14%

36%

57%

67%

12%

3%

14%

7%

32%

25%

46%

54%

51%

18%

1%

4%

4%

29%

16%

35%

53%

51%

0% 20% 40% 60% 80% 100%

None

Visited a social networking site

Visited a government-sponsored website

Visited a blog

Looked for/read comments from others

Read an online advertisement

Visited a product/price comparison website


Visited a company website

How did the Internet help?

25%

47%

67%

57%

63%

74%

37%

55%

33%

78%

77%

84%

39%

40%

71%

70%

74%

78%

34%

50%

51%

71%

72%

80%

0% 20% 40% 60% 80% 100%

Helped y ou to find professional or ex pertserv ices

Helped y ou find adv ice or support from otherpeople

Helped y ou to act w ith confidence

Helped y ou to sav e money

Helped y ou to act faster

Helped y ou to compare options

35

Detailed look at the influence of the internet —Purchased a plasma/LCD TV

Only 30% of consumers have campaigned on behalf of a political party.Over half of consumers said the internet helped them make a decision, the most saying this in UK and the least in France.


19%

16%

23%

18%

0% 20% 40% 60% 80%

TotalUKGermanyFrance


Did the Internet help in the decision? 71%

78%

74%

74%

66% 68% 70% 72% 74% 76% 78% 80%

2%

3%

5%

49%

17%

82%

72%

18%

5%

3%

2%

56%

33%

80%

67%

62%

5%

1%

0%

40%

24%

67%

68%

47%

4%

2%

3%

49%

25%

77%

69%

42%

0% 20% 40% 60% 80% 100%

None

Visited a social netw orking site

Visited a blog


Read an online adv ertisement

Visited a product/price comparison w ebsite


Visited a company w ebsite


40%

66%

71%

60%

50%

95%

28%

66%

33%

81%

65%

96%

27%

31%

64%

85%

58%

93%

32%

56%

54%

75%

58%

95%

0% 20% 40% 60% 80% 100%

Helped y ou to find professional or ex pert serv ices

Helped y ou find adv ice or support from otherpeople





36

Detailed look at the influence of the internet —Selected a mobile network provider

About 1 in 4 consumers made a decision about a mobile network provider.About 2 in 3 consumers said the internet helped them make that decision.Company websites, search engines, comparison websites, online advertising and comments from other consumers play biggest role in how consumers use the internet to inform themselves for a decision.


19%

30%

27%

26%

0% 20% 40% 60% 80%




73%

53%

64%

0% 20% 40% 60% 80%

17%

1%

0%

6%

25%

29%

60%

51%

29%

4%

1%

4%

12%

32%

45%

59%

57%

78%

21%

3%

5%

1%

24%

17%

34%

43%

42%

12%

2%

3%

8%

28%

34%

53%

52%

55%

0% 20% 40% 60% 80% 100%

None

Visited a gov ernment-sponsored w ebsite


Visited a blog



Visited a price comparison w ebsite


Visited a company w ebsite


24%

54%

39%

66%

68%

88%

24%

33%

56%

68%

81%

90%

30%

58%

36%

64%

78%

81%

25%

45%

46%

67%

76%

87%

0% 20% 40% 60% 80% 100%

Helped y ou to find professional or ex pert serv ices


Helps y ou find adv ice or support from otherpeople




37

19%

27%

28%

28%

30%

39%

41%

41%

45%

46%

48%

49%

54%

54%

57%

58%

58%

60%

0% 20% 40% 60% 80% 100%

Voted for a candidate in a national, r egional, local election

Enter ed into a contr act with a Water supplier

Pur chased gym/health c lub/spa member ship

Made a donation to a char ity

Pur chased healthcar e pr oducts

Pur chased pr ivate healthcar e

Made pension ar r angements

Selected a new doctor /dentist

Campaigned on behalf of a political par ty

Pur chased spor ts equipment

Secur ed a loan fr om a bank or other finance pr ovider

Enter ed into a contr act with a Gas pr ovider

Made mor tgage ar r angements

Enter ed into a contr act with an Electr ic ity pr ovider

Made investments such as stocks, shar es, unit tr usts, bonds etc .

Enter ed into a contr act for Cable/Satellite TV

Pur chased/r enewed car insur ance

Enter ed into a contr act for Fixed Line Telecoms

Insight #3 - Impact on Decision-making: Did the internet help across a broad range of life decisions?


61%

62%

62%

63%

64%

71%

73%

74%

74%

75%

76%

77%

81%

83%

87%

88%

89%

0% 20% 40% 60% 80% 100%

C ampaigned o n an issue that was o f part icularinterest to yo u

P art ic ipated in co mputer gaming

A pplied fo r a credit card

P urchased a games co nso le

Entered into a co ntract with a M o bile N etwo rkOperato r

P urchased a mo bile pho ne/ B lackberry/ i-pho ne

Entered into a co ntract fo r B ro adbandco nnect io n to the Internet

P urchased a plasma/ LC D televisio n

P urchased t ickets fo r le isure events, spo rt ing,music, c inema etc

P urchased car hire

P urchased an M P 3 player

P urchased a P C / Lapto p

P urchased a digita l camera

P urchased bo o ks/ C D s/ D VD s

P urchased a ho liday

M ade ho tel reservat io ns

P urchased airline/ train t ickets

Travel/Leisure

Health/Fitness


Personal Finance

Political Decisions

38

Insight #3 - Impact on Decision-making: How did the internet help?A snapshot of visits to sponsored sites compared to looking for input from other consumers (Web 2.0)

16%

29%

30%

34%

36%

42%

45%

51%

55%

61%

0% 10% 20% 30% 40% 50% 60% 70%


Purchased healthcare products



Purchased/renew ed car insurance



Made investments such as stocks, shares, unittrusts, bonds etc.

Entered into a contract w ith a Mobile Netw orkOperator

*Voted for a candidate in a national, regional,local election

Travel/Leisure

Health/Fitness


Personal Finance

Political Decisions

Consumer Visited Company or Politically Sponsored Content

Consumer Looked for Comments and Advice from Other Consumers

vs.

17%

30%

30%

5%

9%

49%

19%

29%

28%

42%

0% 10% 20% 30% 40% 50% 60% 70%


Purchased healthcare products



Purchased/renew ed car insurance



Made investments such as stocks, shares, unittrusts, bonds etc.

Entered into a contract w ith a Mobile Netw orkOperator

*Voted for a candidate in a national, regional, localelection

39

Insight #3 - Impact on Decision-making: A quick look at one decision - Campaigning on an issue that was of particular interest to you


16%

50%

17%

30%

0% 10% 20% 30% 40% 50% 60%




62%

67%

61%

0% 20% 40% 60% 80%

19%

33%

13%

24%

33%

51%

12%

57%

8%

17%

9%

12%

20%

58%

8%

82%

10%

47%

12%

49%

11%

55%

15%

49%

11%

27%

10%

22%

21%

56%

11%

70%

0% 20% 40% 60% 80% 100%

None

Visited a political w ebsite


Visited a gov ernment-sponsored w ebsite

Visited a blog





76%

54%

72%

49%

70%

46%

48%

64%

63%

70%

74%

50%

70%

53%

59%

58%

0% 20% 40% 60% 80% 100%

Helped y ou findadv ice or supportfrom other people

Helped y ou to actw ith confidence

Helped y ou to actfaster

Helped y ou tocompare options

Date post:	21-Aug-2015
Category:	Technology
Upload:	marco-derksen
View:	6,783 times
Download:	2 times

Digital Influence Index

Technology