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August 13, 2008 The Impact Of The Internet On Dutch Consumers' Media BehaviorReaching Europeans: From Creating Awareness To The Act Of Purchaseby Kim Le Quoc with Jaap Favier, Olesia Klevchuk, Alice Bresciani |
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This is an excerpt
Executive Summary
Nearly the entire Dutch population used the Internet in 2007, making the Netherlands one of the most advanced European markets. Younger users spent more time surfing the Web than watching television. Although most consumers still develop brand awareness behind their TV screens, the Net has become a key channel to support awareness and preference building. Marketing leaders active in the Netherlands should investigate how their particular target audiences mix the Web with traditional media and adjust their marketing strategies accordingly.
TABLE OF CONTENTS
- Dutch Consumers Under 35 Spend More Time Surfing The Net Than Watching TV
- Integrated Marketing: Traditional Media Give Reach; The Net Adds Impact
RECOMMENDATIONS
- Match Your Media Strategy With Your Dutch Customers' Internet Adoption
- Supplemental Material
- Related Research Documents
This is an excerpt
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