Trends Report

The Impact Of The Internet On UK Consumers' Media Behavior

Reaching Europeans: From Creating Awareness To The Act Of Purchase

June 9th, 2008
KQ
Kim Le Quoc
With contributors:
Rebecca Jennings , Jaap Favier , Alice Bresciani , Olesia Klevchuk

Summary

Nearly 70% of the UK population used the Internet in 2007, which has grown at the expense of the time consumers spend with radio and television. Even though most consumers still become aware of brands by sitting behind their TV screens, the Net is gaining ground and has become an important channel to develop awareness and preference. Active UK marketing leaders should investigate how their particular target audiences mix the Web with traditional media and adjust their marketing strategies accordingly.

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