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For B2C Marketing Professionals

Adapting To Media Fragmentation In Europe

The Impact Of Media Fragmentation Patterns On Communication Strategy

August 1, 2011

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  • By Luca S. Paderni
  • with David M. Cooperstein,
  • Matthew Dernoga

Why Read This Report

Consumers across Europe are embracing new media platforms that change the way they consume content. This year's European Technographics® data shows a continuous growth in the amount of time consumers say that they spend with online media, including widespread adoption of social activities and greater dependence on their mobile phones. To get a better understanding of how media fragmentation is affecting the region, Forrester has developed an index that will help marketers navigate regional and local consumer behavior to better inform their media and promotional plans.

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Tools And Templates

Models and Calculators

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  • Calculating The Media Fragmentation Index