East and West Europe: Uncovering the perceptions, attitudes and behaviours of Europeans towards digital media

Fernando Alonso-Cortés Rodríguez

This paper reports on differences in attitudes and behaviours towards digital media in East and West Europe, based on a study of more than 6,000 consumers across six countries (UK, Spain, France, Germany, Romania and Russia).

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...

WARC subscribers can sign in to keep reading

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands