The Center For Media Research recently released the findings of the 2010 Digital Influence Index, by Fleishman-Hillard International Communications with Harris Interactive. Not surprisingly, they found that the Internet is the most influential in driving consumer decision making on products and services.
In their words: “When it comes to driving consumer decisions about a range of products and services, the Internet is by far the most influential media channel, but marketers have yet to capitalize on that influence.”
In our words: The Internet wins MVP when consumers have their wallets out.
Below are some key points, taken directly from the study results:
- The Internet tied in importance with peer advice from friends, family or coworkers among Americans.
- Overall, the web has the highest net importance of the media types included in the survey.
- Radio ranked lowest in net importance, followed by magazines, newspapers and television, respectively.
- In the U.S., 42% of online consumers do not read magazines and 40% do not read a printed newspaper.
It’s becoming pretty obvious that the Internet is taking over the media world. It’s right up there with word of mouth when it comes to consumer decision making. That in itself is HUGE, not to mention the other findings.
But all this is not bad news if you’re looking into advertising options for your business. Actually, it’s very good news because it makes your decision a little easier. Plus, you have the added bonus that online advertising is generally MORE affordable than traditional print advertising and you reach a wider audience.
So if you’re looking for ways to get more bang for your buck when it comes to promoting your business, look to the Internet! It’s the go-to source for the majority of Americans when they have their wallets out… (but you didn’t hear it from us)…
Dave Senay, Fleishman-Hillard president and chief executive officer, says “… our survey provides overwhelming evidence that the Internet is at the center of the decision-making process of consumers…”
