The Impact Of The Internet On Spanish Consumers' Media Behavior

Nearly half of the Spanish population used the Internet in 2007. That is still below the European average, but Spaniards are catching up. Most young consumers are Net users, and they already spend more time surfing the Web than watching television. Most people still become aware of brands by sitting behind their TV screens, but the Net is gaining ground and has become an important channel to develop awareness and preference. Marketing leaders active in Spain should investigate how their particular target audiences mix the Web with traditional media and adjust their marketing strategies accordingly.