According to the findings of the 2010 Digital Influence Index, by Fleishman-Hillard International Communications with Harris Interactive, when it comes to driving consumer decisions about a range of products and services, the Internet is by far the most influential media channel, but marketers have yet to capitalize on that influence.
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. And though respondents spend a significant amount of time on the web, they still reported peer advice as an important information source. The Internet and peer advice tied in importance among Americans.