Online consumers more brand savvy

June 12, 2009

Research has found online consumers have stronger relationships with brands than those offline, but brands argue it's time to view all people as digital consumers. The research by Millward Brown found digital consumers' relationships were strongest with airline brands, IT product manufacturers, credit card providers and fragrance brands.

It also found they're more likely to be younger and more affluent compared to non-digital consumers, and place a higher value on creativity, excitement and having fun. However, some brands and experts said the findings were surprising as online and offline consumers are increasingly one and the same...