Europeans read news online and Social Researchers rule online shopping.

A recent study by the European Interactive Advertising Association found that Europeans read more and more news online.

Some details:

• 65 per cent of European internet users access news sites at least once a month.
• 28 per cent of the respondents admitted to reading newspapers less frequently as a result of the availability of news online.
• 40 per cent said they watched less television.
• 22 per cent found they were listening to the radio less.

Combine this with the latest online shopping trends from The "Social Shopping Study 2007," commissioned by PowerReviews:

• 70% of all online shoppers said customer reviews and ratings on a retailer's website were extremely or very important when they are selecting and purchasing products - these shoppers are called "Social Researchers" in the report.
• 86% of Social Researchers find customer reviews extremely or very important, vs. 70% of all online shoppers.
• 64% of Social Researchers research products online more than half the time, no matter where they buy the product (store, web, catalog, etc.)
• 76% of Social Researchers (vs. 69% of all online shoppers) are more likely to shop on a retailer's website - vs. its competitor site - if it offers social navigation.

Two important trends that clearly support the case for understanding what social media and online trends could mean for your company and products. As I wrote before, at least start listening through the use of RSS feeds and active online participation.

Technorati : EIAA, europe, media, newspaper, online news, powerreviews, research, social researcher

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