Digital consumers have stronger relationships with brands than non-digital consumers, according to research by Milward Brown.
It found the relationships of digital consumers were strongest with airline brands (93%), IT hardware and software (48%), credit cards (33%) and fragrances (29%).
Digital consumers are also more likely to be younger and more affluent compared to non-digital consumers, and place a higher value on creativity, excitement and having fun.
Peter Walshe, global brand director at Millward Brown, said, “It seems that digital consumers are simply more interested in brands. Digital research and purchasing helps develop brand knowledge, which then further reinforces brand interest.”
This story first appeared on newmediaage.co.uk