Internet Nearly Twice as Influential as TV in UK, Germany, France

The internet has almost double the influence of television in consumer decision-making in the UK, Germany and France, according to the Digital Influence Index (DII), a study of media consumption and online behaviors conducted by Fleishman-Hillard and Harris Interactive.

In all three countries the internet ranks as the most influential medium among internet users, with index scores of 44% in the UK, 45% in Germany, and 46% in France - or roughly twice the influence of the second-strongest channel, television, and about eight times the influence of printed media.

In the UK, 66% of online consumers say the internet helps them make better decisions (vs. 71% and 50% for Germany and France, respectively):