Detailed Insight into Consumer Interactive Habits in Europe

The European interactive services market is far from maturity, and little is known about how future waves of consumers will want to integrate interactive media and services into their lives. To tackle this issue, the Yankee Group's Internet Strategies Europe Planning Service is launching Interactive Consumer Europe (ICE), a comprehensive study of both current Internet users and non-users to develop the most detailed demographic segmentation of the market to date.

By interviewing nearly 2,500 consumers across Europe, Yankee Group analysts plan to gain the best insight to date into how interactive consumers plan to blend new services and technologies into their lives.

According to Scott Smith, director of the Internet Strategies Europe research team, "Like viewing mice in a cage, techniques such as the metering of Internet behavior tell us a lot about early-adopter habits, but this narrow focus has helped create an industry that builds products and services only for the most technologically uninhibited. To break out of this vicious circle, we must know more about what the other 90% of consumers want and don't want. We propose to use a unique methodology, mixing online surveys of current users and offline questioning of "unconnected" consumers to better understand their profiles and behavior."

ICE will be supported by a limited number of sponsors, now being gathered globally, across a wide range of industries. Sponsors have the ability to help frame some points of the study. Additionally, following the six-week surveying period, sponsors will receive exclusive access to the market segmentations, benchmarks, and analysis developed by the research team, and tailored workshops to help develop strategic plans using the information gathered.

Companies interested in sponsoring this study can contact Gary Stringer, +44 (0)207, 307 1050 or gstringer@yankeegroup.com.

All articles 2006-22 written and edited by Mel Crowther and/or Nick Thomas unless otherwise stated.

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