Summary
More than 70% of the German population used the Internet in 2007, with two-thirds using broadband. The growth in Internet usage didn't yet have a significant impact on consumers' traditional media usage. Most Germans still become aware of brands by sitting behind their TV screens, but the Net is gaining ground and has become an important channel as well to develop awareness and preference. As German marketing leaders update their target audience media mix, most will find that they need to dedicate more media budgets to the Web to drive brand preference.
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