Frequently Asked Questions

  • Tell us a little about G2
    • At G2 we believe we have built a truly unique model in the marketing service space: a global suite of capabilities in data analytics, direct, shopper and digital marketing — all founded on cutting-edge technology and data. 
    • Clients come to G2 to help them maximise Brand Commitment. We do this using a powerful suite of unique and proprietary tools to gain insight into the consumer’s Purchase Decision JourneyTM, from consideration to brand selection. 
  • Quick facts
    • Independent brand communications network within WPP
    • Global network of 38 offices in 28 markets
    • 2,100+ multi-disciplinary marketing communications professionals  worldwide
    • CLIENTS: We call 1 out 4 Most Valuable Global Brands our clients
    • Top multi-market clients include Procter & Gamble, GSK, Coca-Cola, Nestle, and Heineken
    • The most robust service offer in the industry with global practice areas in Relationship Marketing, Digital Marketing, Promotional Marketing, Experiential Marketing, Shopper Marketing, and Data Analytics
    • Top 10 global marketing services network
  • What is eCultures Europe?
    • A report on the digital culture in Europe. 
    • A pan-European study aimed at providing an in-depth understanding on the habits and perceptions of consumers around the use of digital in their daily lives. comprising not only the World Wide Web (usage of internet and its implications) but also other dimensions of a consumer’s digital life today. (i.e. mobile digital devices)


  • Why did you decide to develop the eCultures study?
    • We believe consumer data and insights need to be at the core of every marketing communication strategy and with this belief we wanted to provide an invaluable tool to help our clients' brand-building efforts – enabling them to develop intelligent, meaningful, relevant marketing strategies that would create enduring relationships between consumers and their brands
    • The launch of the G2 eCultures Europe study reflect our commitment to clients: to partner with them to create powerful and effective marketing communications plans that ultimately maximise Online Consumer Engagement and transforms it into Online Brand Commitment.
  • What do you think is unique about this particular study?
    • The report goes beyond identifying and describing consumer typologies (behavioral and attitudinal segmentation) but more importantly provides insight into how brands should relate with consumers and extract business value from this ever-changing ecosystem.
    • It provides unprecedented analysis of the behavior of digital users across the EU – we think this focus on behavior – vs. channels - is quite unique
    • It focuses on consumer barriers, behaviors, motivations and attitudes to define key insights and identify opportunities for marketers to build their brands and businesses.
    • Our analysis shows that Europe’s consumers are constantly evolving, adopting certain digital activities more than others, and have a wide range of online habits. Brands and consumers alike are increasingly shifting focus to the digital environment, yet the two still don’t appear to be engaging with each other optimally. Our report provides a guide to discovering what it is consumers are really looking for online and how brands can meet their needs in a relevant and meaningful way!
  • What is your methodology?
    • The e-culturesEurope Report was conducted in September 2011 and polled 6.572 consumers in six countries (UK, Spain, France, Germany, Romania and Russia) chosen to cover the range of internet penetration across Europe). In each market, the sample is representative of the internet-user population, and thus skews slightly older in UK and Germany and slightly younger in Romania and Russia.
    • The study is fielded via online panels, using G2’s proprietary online research tool ENGAGETM, and has a maximum margin of error of ±2.5%.
    • G2 Engage - is our proprietary online research methodology that uncovers in-depth brand, consumer and shopper insights across multiple channels
  • What are the benefits of this study to clients?
    • Drawing on a unique collection of data to provide insights and analysis we hope the study will become an indispensable tool in clients' marketing planning process
      • identifies key brand influencers
      • maps the digital Purchase Decision Journey
      • provides a blueprint for brand marketers’ success in the dynamic and complex digital era.
    • The findings also help us understand how we can get consumers to evolve in the future in digital use and adoption.
    • Identify the key online touchpoints that will have a direct impact on online shopping. Clients will be able to Maximize Online Consumer Engagement and transform it into Online Brand Commitment.
  • What are some of the most interesting discoveries? Key highlights include:

    Online privacy

    • Almost two-thirds (64 per cent) of Europeans that believe that respect for their privacy, personal space and information is the most important demand when interacting with brands online.
    • The report showed that privacy protection ranked first in a list of consumer demands, including handling complaints (54 per cent), helping to find the best price (48 per cent) and rewarding consumers (46 per cent).
    • It was further revealed that those respondents most concerned about online privacy buy less online. While nearly half of all respondents generally browse and research brands, products and services online, fewer than half of those who have privacy concerns go on to complete the sales transaction online, opting instead to purchase in a traditional store.

    Best and worst of the internet

    • To gather a more accurate idea of consumers’ true feelings of the internet, users were shown a random set of words including ‘mail’, ‘Google’, ‘spam’ and ‘addictive’, which they then had to assign to either the ‘best’ or ‘worst’ column. To make the results as accurate as possible, users were asked to create their own word cloud to help visualise their thoughts.
    • Advertising and branded content may exist for the same purpose, but they are perceived in entirely contrasting ways. Additionally, consumers displayed quite a negative outlook towards advertising, whilst the more subtle concept of branded content seems to be embraced more openly.

    Brands dos and don'ts

    • The report looked to uncover specific reactions to how brands have evolved with the rise of digital and how consumers think they should be making the most out of their online presence. There are opportunities to increase interaction by making brand information more relevant, inspirational and appreciated by consumers.
    • The study also found that online privacy is a serious issue for EU users and is a key barrier that prevents some consumers from digital adoption and online shopping. Therefore brands need to build trust by showing that they respect the importance of personal information and remaining unobtrusive when users are browsing.

    Finding the real influencers

    • The report found that seven per cent of the EU internet population plays an active role online by inviting and engaging others in their product and brand experiences. This group of ‘influencers’ are young, urban, and educated, and primarily use the internet to express interests, shop, organise their lives, consume multimedia content, socialize and play games.
    • Smartphones and office PC’s are predominantly used by influencers to access the internet while computers at home and games consoles are for leisure. They can often feel dependant on mobile devices for browsing and recognise the usefulness of apps. Influencers are more accepting of mobile marketing in comparison to other groups. They are more likely to respond to text messaging, display ads and apps. However the caveat is that more advanced technologies like geo located ads, Bluetooth and QR codes are still not widely accepted and used.

    Monetising the internet

    • Online shopping is still under development and is constricted by limited environment, the associated mindset of users and technology. Brands can act more intensively as accelerators, shifting budgets from image building to call to action, and fostering functional arguments and mobile technologies.
    • The report further found that 93 per cent of respondents had bought something online, but only five per cent of this group said shopping on the internet was a daily experience. Internet shopping is more prevalent in the UK, France, Germany, yet most loyal online buyers are in Romania and Russia.
    • The research also found that purchases online are skewed towards multimedia content and leisure, with people buying tickets and making travel bookings. The buying of gifts, fashion, cosmetics, luxury items, electronics and homeware is also rapidly developing.
  • Jessica Bayat

    Group Director, Corporate Communications

  • Orsolya Ivanyi

    Manager, Corporate Communications