互联网重要性显现调查显示,网络信息对于欧洲消费者具有相当大的影响力。而信息收集、体验感受、产品比较和使用体验这四个阶段是媒体手段可影响的决策环节。在决策各阶段中,互联网在传统媒体的基础上均提升了1倍以上乃至7倍的影响力,在手机市场则达到了9倍。购买移动设备的消费者中,有80%以上受访者通过互联网进行信息收集和产品比较,其中,有60%以上受访者使用搜索引擎;62%的受访者使用互联网体验感受产品特性,其 Survey of Internet Importance Shows that online information has considerable influence on European consumers. The four phases of information collection, experience, product comparison and user experience are the decision-making processes that media tools can influence. In all stages of decision-making, the Internet has doubled or even boosted its influence over traditional media by 9 times or more in the handset market. More than 80% of consumers who buy mobile devices use the Internet for information gathering and product comparison, with more than 60% of respondents using search engines, 62% of respondents using the Internet to experience product features, its