Promio.net: Study on the influence of new media

The specialist for e-mail marketing and online market research has developed two sub-studies in order to get a complete view of the subject under investigation. On the one hand, a consumer survey, which examines how consumers deal with the new media. And secondly, a survey of marketing executives on the use of these media and its opportunities and risks for companies. 1,000 consumers and 100 marketing decision-makers took part in the study and revealed what contribution new media make to business and society.

It has been shown that social networks and recommendation functions have a far greater influence on purchasing decisions and thus offer more opportunities for companies to increase sales than previously assumed, Promio.net said of the study. In addition, the importance of rating and comparison portals as well as online marketplaces is clearly underestimated by companies.

The lack of success monitoring prevented companies from exploiting the potential of new media for increasing corporate success and from thinking outside the box. Up to now, these media have only been seen as a further operative communication instrument instead of integrating them intelligently into the overall strategic process.

The study also provides information on consumer attitudes toward data privacy on the Internet, the reasons for and ways of using social networks and mobile media, factors influencing online purchases, and future forecasts by consumers and companies. In addition, decision-makers provide information on the importance of market transparency and integrated communication, as well as on budget allocation for new media.

The complete study