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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%
Internet 45%TV 30%Newspapers 7%
Internet 46%TV 33%Newspapers 3%
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%
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
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
Major PurchasesService Contracts
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%
Campaigned onan issue that was
of particularinterest to you
Purchasedhealthcareproducts
Purchasedairline/train
tickets
Purchased aplasma/LCD
television
Applied for acredit card
Entered into acontract with aMobile Network
Operator
56%
30%
5%
49%
19%
28%
0% 10% 20% 30% 40% 50% 60%
Campaigned onan issue that was
of particularinterest to you
Purchasedhealthcareproducts
Purchasedairline/train
tickets
Purchased aplasma/LCD
television
Applied for acredit card
Entered into acontract with aMobile Network
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
Note: Weighted total across UK, Germany and France.
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
Purchased airline/train tickets
Purchased a plasma/LCD television
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
I trust the informationon the Internet that is
provided bygovernments
I trust the informationon the Internet that is
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:
Key Implications of Findings
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.
Key Implications of Findings
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
Used a search engine
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.
How did they used the Internet?
19%
16%
23%
18%
0% 20% 40% 60% 80%
TotalUKGermanyFrance
Made a decision in past 12 months?
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
Looked for/read comments from others
Read an online adv ertisement
Visited a product/price comparison w ebsite
Used a search engine
Visited a company w ebsite
How did the Internet help?
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
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
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.
How did they used the Internet?
19%
30%
27%
26%
0% 20% 40% 60% 80%
TotalUKGermanyFrance
Made a decision in past 12 months?
Did the Internet help in the decision? 56%
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 social netw orking site
Visited a blog
Looked for/read comments from others
Read an online adv ertisement
Visited a price comparison w ebsite
Used a search engine
Visited a company w ebsite
How did the Internet help?
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
Helped y ou to act w ith confidence
Helps y ou find adv ice or support from otherpeople
Helped y ou to act faster
Helped y ou to sav e money
Helped y ou to compare options
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?
Note: Weighted total across UK, Germany and France.
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
Major PurchasesService Contracts
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%
Selected a new doctor/dentist
Purchased healthcare products
Made hotel reservations
Purchased airline/train tickets
Purchased/renew ed car insurance
Purchased a plasma/LCD television
Applied for a credit card
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
Major PurchasesService Contracts
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%
Selected a new doctor/dentist
Purchased healthcare products
Made hotel reservations
Purchased airline/train tickets
Purchased/renew ed car insurance
Purchased a plasma/LCD television
Applied for a credit card
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
How did they used the Internet?
16%
50%
17%
30%
0% 10% 20% 30% 40% 50% 60%
TotalUKGermanyFrance
Made a decision in past 12 months?
Did the Internet help in the decision? 50%
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 social netw orking site
Visited a gov ernment-sponsored w ebsite
Visited a blog
Looked for/read comments from others
Read an online adv ertisement
Used a search engine
How did the Internet help?
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