What Is The Most Influential Media?

In the UK, France, and Germany, the Internet is significantly more influential than any other media, according to a study (PDF) by Fleishman-Hillard and Harris Interactive. In fact, online experiences, at least in these European countries, are nearly twice as influential as TV and eight times more influential than traditional print media. Matt Dickman, a VP at Fleishman-Hillard in Cleveland, gives a nice overview on his blog:

The study looks to really dig in to the role that the internet plays in the lives of consumers. It answers the following questions:

What is the influence of the internet compared to other media? What online behaviors are consumers adopting? What is the impact of the internet on specific consumer decisions? What are consumer attitudes towards the internet? What are the differences by country?

Most of us who work in the digital space already have answers handy for these foundational questions, but it never hurts to have charts and graphs from a reputable, third party source come client meeting time.

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