The 2012 Digital Influence Index assessed the relative role and influence of different media in consumers' lives. An online survey of over 4,600 internet users in 8 countries was conducted between May and June 2011 by Harris Interactive. The survey found that the internet now trumps friends and family as an influence, with internet use excluding email at 13.7 hours per week on average versus 9.8 hours for television. 79% of consumers use the internet to learn more about brands, products, and services.

1. Digital
Influence
Index
The 2012 Digital Influence Index assesses the relative role and the influence of
different media in the lives of consumers. This project was designed and led by the
Fleishman-Hillard digital research group, a team within the Fleishman-Hillard research
network focused on providing research that supports the digital transformation of
communications. Analysis and insight development were conducted in partnership with
Harris Interactive. Harris Interactive conducted fieldwork for this study through a
comprehensive, 15-minute, online survey among a representative sample of 4,612 Internet
users in China, the U.S., Japan, Canada, Germany, France, the U.K. and India.
This work took place between May and June 2011. Respondents to the survey were recruited from various panels managed by Harris
Interactive across the markets surveyed.

2. Internet
THE
trumps friends and family when it
comes to influence.
2 1 3
ADVICE INTERNET EMAIL
Internet Advice offline Email Television Newspapers Mail or Magazines Radio
(excluding from friends, information
email) family or through the
colleagues post

3. Not-So-Prime
Time:
13.7
TV is an
increasingly hrs.
distant
second to PER WEEK
the web.
VS.
9.8
PER WEEK
hrs.

4. 73 %
to obtain
exclusive
information
79 %
75
to learn more
about the brand,
%
product or service
to receive a
discount
When consumers
79% Learn more about the brand
76% Receive discounts or coupons
“like brands” it’s
73% Obtain exclusive information not just about
discounts
69% Give postive feedback
67% Share my opinion
59% Submit an idea
58% Display my brand affiliation
57% Feel like part of a community
53% Give negative feedback

5. Nearly
of consumers now use their
mobile/smartphones to obtain information
on products, brands or destinations at least
days a week.
3 to
4

6. Group buying
power gaining
in popularity.
62
of those
% aware of group
buying services
are members
while...
plan to use them more
in the coming year.
51 %

7. Trust advice
and opinions from blogs.
26 %
40% 36% 25% 16 % 14% 12% 11% 9%
China India Japan U.K. Canada France Germany U.S.

8. Chinese Internet use:
the explosion
continues.
330
INTERNET USERS
mil.
312
TOTAL POPULATION
mil.

9. Game On!
The growing opportunity in
online gaming.
27
Consoles
%
43
PC’s
%
Consumers that
have played games
with other people
online.
28
Mobile
%
52
Mobile
%
in
China

10. 68 %
85 %
The
75 %
Internet
85% of consumers use the Internet to help
make decisions about goods and services
related to their children, 75% for healthcare
decisions, and 68% on money matters.

11. 89% of consumers
use search engines when searching for
information about a brand or product.
1 in 5
people go to
a brand’s
Facebook
page for
information.

12. Internet influence
continues to grow.
Internet will influence
my decisions more
51 %
China
India
Japan
U.K.
indicate that the Internet will
influence their decisions more in
Germany
the next two years.
Canada
2012 2013
U.S.
France

13. Colby Vogt
Vice President, Fleishman-Hillard Research and Insights
colby.vogt@fleishman.com
Regina A. Corso
Senior Vice President, Harris Poll, Public Relations and Youth Research
rcorso@harrisinteractive.com