East and West Europe: Uncovering the perceptions, attitudes and behaviours of Europeans towards digital media
Fernando Alonso-Cortés Rodríguez G2 EMEA
Digital technology and the online environment have altered consumer behaviour - including the way people interact with and shop for brands. However, these changes are happening at different rates in diverse regions. Even within Europe, it is all too easy for marketers to fall victim to lazy pan-continental targeting.
Yet the behavioural habits of digitally-enabled consumers differ widely, with notable disparities between East and West European markets, and these characteristics are often rooted in political, cultural and...