Digital divides consumer opinion

by Elizabeth Clifford-Marsh, Revolution UK 18-Mar-09, 09:55

LONDON - Public opinion is divided on how the digital sector will fare during the credit crunch, with equal numbers of consumer believing it will take a greater share of budgets that think it will suffer the same fate as other sectors.

According to a survey by Webcredible, 31 per cent of internet users believe the digital sector will take a greater proportion of limited marketing budgets in the face of the credit crunch, but 30 per cent feel it will suffer the same as other sectors.

The survey polled more than 1100 online users between December 2008 and February 2009, asking them how they felt the digital sector would be affected by the credit crunch.

According to 17 per cent of respondents digital will thrive as other sectors feel the pinch, as opposed to 10 per cent who said that digital will suffer worse than other sectors. 12 per cent said the credit crunch will have no affect on the digital sector.

Trenton Moss, Webcredible director, said many have predicted that digital will escape the worst effects of the credit crunch, some internet users appear to be unsure of this strength.

"If used appropriately, digital channels do have the potential to provide businesses with lower cost campaigns and more measurable returns," said Moss. "However, although it would seem that digital has more potential than other sectors, it is very difficult to predict the long-term affects of the global economic crisis."