Why Read This Report
European online consumers are more reserved in social channels compared with other markets; we say they "snack" in social channels because they treat the channels as interesting but nonessential. Their social behavior also differs considerably market to market. This doesn't mean that marketers in Europe should ignore or neglect social channels for integrated marketing strategies; tremendous opportunities exist for well-planned strategies that map to Europeans' preferences. This report shares Forrester Social Technographics® data on Europeans' social media activities and offers advice for how marketing leaders can use sources of data like these to build sound strategies for social channels in European markets.
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