Trends Report

Europeans Still Enjoy Their Television

Reaching Europeans: From Creating Awareness To The Act Of Purchase

April 25th, 2008
KQ
Kim Le Quoc
With contributors:
Jaap Favier , Alice Bresciani , Olesia Klevchuk

Summary

In 2007, about 60% of the overall European population browsed the Net, no matter where they were connecting from, up from 53% in 2004. However, most consumers still develop brand awareness by sitting in front of their TV sets. What has greatly changed is the way Europeans develop brand preference — for many product categories, the Net has become the most important medium for this. To avoid wasting advertising euros, marketing leaders should investigate their target audiences' media consumption throughout their purchase journey and adjust their media strategies accordingly.

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