2012 dii-e book-1

DigitalInfluenceIndexThe 2012 Digital Influence Index assesses the relative role and the influence of different media in the lives of consumers. This project was designed and led by the Fleishman-Hillard digital research group, a team within the Fleishman-Hillard research network focused on providing research that supports the digital transformation of communications. Analysis and insight development were conducted in partnership with Harris Interactive. Harris Interactive conducted fieldwork for this study through a comprehensive, 15-minute, online survey among a representative sample of 4,612 Internet users in China, the U.S., Japan, Canada, Germany, France, the U.K. and India.

This work took place between May and June 2011. Respondents to the survey were recruited from various panels managed by Harris Interactive across the markets surveyed.

Internettrumps friends and family when it comes to influence.

THE

1 32ADVICE INTERNET EMAIL

Internet (excluding

email)

Email Television Newspapers Mail or information through the

post

Magazines RadioAdvice offline from friends,

family or colleagues

13.7hrs.

PER WEEK

9.8hrs.

PER WEEK

VS.

TV is an increasingly distant second to the web.

Not-So-Prime Time:

When consumers “like brands” it’s

not just about discounts

Learn more about the brand79%

Receive discounts or coupons76%

Obtain exclusive information73%

Give postive feedback69%

Submit an idea59%

Display my brand affiliation58%

Give negative feedback53%

Feel like part of a community57%

Share my opinion67%

79%

to learn more about the brand,product or service75%

to receive a discount

73%

to obtain exclusive information

of consumers now use their mobile/smartphones to obtain information on products, brands or destinations at least

Nearly

days a week.3 4to

Group buying power gaining in popularity.

aware of group buying services are members while...

plan to use them more in the coming year.

of those

62%

51%

and opinions from blogs.Trust advice

26%

China40%

India36%

Japan25%

U.K.16%

Germany11%

Canada14%

U.S.9%

France12%

Chinese Internet use:

the explosion continues.

INTERNET USERS330mil.

TOTAL POPULATION312

mil.

Consumers that have played games with other people online.

43%PC’s 27%

Consoles

28%Mobile

52%Mobile

inChina

The growing opportunity in online gaming.

Game On!

75%

85%

85% of consumers use the Internet to help make decisions about goods and services related to their children, 75% for healthcare decisions, and 68% on money matters.

InternetThe

68%

use search engines when searching for information about a brand or product.

people go to a brand’s Facebook page for information.

89% of consumers

1 in 5

continues to grow.

indicate that the Internet will influence their decisions more in the next two years.

Internet influence

51%

20132012

U.K.

Germany

France

U.S.

Japan

China

India

Canada

Internet will influence my decisions more

Colby VogtVice President, Fleishman-Hillard Research and Insightscolby.vogt@fleishman.com

Regina A. CorsoSenior Vice President, Harris Poll, Public Relations and Youth Researchrcorso@harrisinteractive.com