Trends Report

The Impact Of The Internet On French Consumers' Media Behavior

Reaching Europeans: From Creating Awareness To The Act Of Purchase

May 29th, 2008
KQ
Kim Le Quoc
JF
Jaap Favier
With contributors:
Alice Bresciani , Olesia Klevchuk , Mary Beth Kemp

Summary

Of the French population, 55% are online, and nearly 80% of these Internet users have broadband. Although the average Internet user still consumes traditional media as much as he did three years ago, the Net has become an important channel to develop brand awareness and preference. As the digital divide is strong in France, marketing leaders active in this country should investigate how their particular target audiences behave online and adjust their media strategies accordingly.

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