A new study shows which countries are most influenced by digital content and identifies other digital media trends.

According to a study released in June by Fleishman-Hillard International Communications in conjunction with Harris Interactive, the Internet is the most influential form of media. It often determines consumers’ purchasing behavior, yet marketers still have not fully harnessed its power.

The white paper draws 9 key conclusions about digital communication, including that marketers don’t invest enough in it and that the glut of personal-information-sharing on social networks could threaten the image of digital media over the long haul.

Of special interest to international businesspeople is the detailed comparative analysis of digital media influence in different countries. The Chinese are especially keen on adopting digital information sources, and the country has “the highest adoption rate for all digital behaviors” – and this trend shows no sign of slowing down.

In general, China is more advanced in online commerce, publishing, and use of mobile digital sources than Western nations such as the U.S., the U.K. and France. “Even in the most basic online communication and Internet research behaviors…they still lag the Chinese,” reports the study.

The paper includes a wealth of other data of interest to companies who market to, or would like to deal with, Chinese companies and consumers

Like consumers all over the world, Chinese online buyers prefer to access information from the Web in their own language. That’s why any successful online marketing campaign must include Website localization. At Language Translation, Inc. in San Diego, we offer quality translation, interpretation and localization services in Chinese and forty other languages.

Betty Carlson

See Also

• Language Translation, Inc.
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