Leo Burnett - Cultural Fuel

Interesting study concerning the media consumption behaviour of consumers in Europe showing how and where they form their opinions and purchase decision.

According to the study two-thirds of German consumers under 25 want to interact with their favorite brands on socialmedia platforms. But they are more likey to double check facts uncovered online in the traditional media.

So as online media is fast growing and becoming a part of our lives - it still misses credibility if the only source of information. Online advocacy (user reviews and recommendations) is the most influential source if information and is up to 26% and even more important then recommendation from (real-live) friends and family.

Another finding was that Germans - from all the surveyed countries -  are the least influenced by advertising. Which points out the importance of not doing something for but with people if you want to be a relevant brand in Germany.

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