Fleishman-Hillard releases 2010 Digital Influence Index Study
By Adnews Staff
Fleishman-Hillard and Harris Interactive have released their second annual Digital Influence Index Study, which is intended to give marketers insight into the influence of the Internet on consumer behaviour. Canada is included in the study for the first time this year, along with France, Germany, the United Kingdom, China, Japan and the United States. According to the results, Canadians spend an average of 37 hours per week consuming media, second only to the UK. Of this weekly time, 34% is spent on the Internet, 33% on television, 14% on radio, five percent on newspapers and four percent on magazines. Fifty-two percent of respondents said that the Internet is important to their lives, compared to 37% for newspapers and 27% for television. Sixty-three percent of respondents reported belonging to an online social networking service, second only to China. Canadians are most likely to have a Facebook account, but also most likely to believe that people share too much information about their lives on the Internet. Canada has a relatively low level of mobile online activity. Only 16% of Canadians send or receive email through a mobile device, compared to 34% on average. Only 18% of Canadians access the Internet through a mobile device, compared to 36% on average.