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For Marketing Leadership Professionals

The Impact Of The Internet On French Consumers' Media Behavior

Reaching Europeans: From Creating Awareness To The Act Of Purchase

May 29, 2008

By Kim Le Quoc, Jaap Favier with Olesia Klevchuk, Mary Beth Kemp, Alice Bresciani

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Why Read This Report

Of the French population, 55% are online, and nearly 80% of these Internet users have broadband. Although the average Internet user still consumes traditional media as much as he did three years ago, the Net has become an important channel to develop brand awareness and preference. As the digital divide is strong in France, marketing leaders active in this country should investigate how their particular target audiences behave online and adjust their media strategies accordingly.
Tags: B2C eCommerce, Brand & Product Web Sites, Direct Marketing, eCommerce, eCommerce Adoption, Financial Services, Integrated Marketing (Cross-Channel), Interactive Marketing Strategy and Process, Media Mix, Online Advertising, Online Financial Products & Services, Online Shopping, Radio, Television, Television Advertising
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TABLE OF CONTENTS

  • French Consumers Are Catching Up On The Net
  • Integrated Marketing: Traditional Media Give Reach; The Net Adds Impact

  • RECOMMENDATIONS

    Match Your Media Strategy To French Sophisticated Online Behavior
  • Supplemental Material
  • Related Research Documents
 
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