Online

The Internet is playing an important role in daily life already and growing in stature. Brands should leverage the range of activities done online and the influence of online in purchasing decisions. People have a much closer relationship with their PC’s than with other media devices, like TV.

The emotional connection is heightened because of the breadth of activities done on a PC and level of dependency. This is a subtle but important distinction compared to traditional media such as TV, and something that brands should take into account when crafting their online presence.

 “I like the laptop, it’s like a friend” // Female, 48 – Cologne

“My laptop is my confidant” // Female, 18 – Paris

“The laptop is an emotional object because it gives you freedom” // Male, 51 – Cologne

“It’s a personal friend who has become closer” // Male, 47 - Paris

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