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For B2C Marketing Professionals

Europeans Still Enjoy Their Television

Reaching Europeans: From Creating Awareness To The Act Of Purchase

April 25, 2008


  • By Kim Le Quoc
  • with Olesia Klevchuk,
  • Jaap Favier,
  • Alice Bresciani

Why Read This Report

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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Table of Contents

  • The Internet Is Becoming More Mainstream, But Television Still Leads
  • Integrated Marketing: Traditional Media Give Reach; The Net Adds Impact

  • Embrace A Holistic Media Consumption View Of Your Consumers
  • Supplemental Material
  • Related Research Documents