Study: Internet is World’s Most Influential Media Channel

We live in a digital age. And in today’s world, it’s hard to discount the importance of the worldwide web. However, many marketers operate under the assumption that television and other forms of traditional media are still the most important when it comes to influencing consumer behavior. A new study shows that the internet is by far the most influential media channel.

According to the 2010 Digital Influence Index, by Fleishman-Hillard International Communications with Harris Interactive, “Of the seven nations the study addressed, four reported the Internet to be the most important source of information. China ranked the web highest in importance, followed by Germany, Japan, and the U.K., placing it above advice from friends, family or coworkers, television, radio, newspapers, magazines, postal mail and email.”

In the U.S., the internet tied with peer advice in regards to importance.

So what about traditional media – how does that rank? Well, “Magazines, radio and postal mail had the least importance among respondents, with an average of 10, 12 and 15 percent reporting each respective media as ‘absolutely essential’ or ‘extremely important.’ Newspapers and television received similar average rankings of around 16 percent.”

Additionally, the report mentioned that while the internet dominates in regard to influence, it does not dominate in advertising dollars spent, and marketers have yet to capitalize on the overwhelming importance of the medium.

Not that you needed to tell us that.

So for any marketers looking to target a global market, the internet is absolutely key, and should be first and foremost in your overall marketing plan. When it comes to research and recommendations, the internet is where consumers across the world turn for information – so marketers need to be acutely aware of that fact.

Organizations need to make sure they have a robust presence across the web, and address consumer questions, complaints and other brand issues directly and quickly. The report also mentioned that microbloggers trust companies that listen and respond in real time – so be sure you’re keeping an eye on Twitter, Tumblr and other microblogs for brand mentions.

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