Companies investing in internet marketing may be glad to hear that web users develop stronger relationships with brands than their offline counterparts.
This is the conclusion of a new study by Millward Brown, which shows that brand relationships are on average 15 per cent stronger for people who have bought from or searched for information about an individual category online.
The difference among digital and non-digital consumers was most marked in the airline sector, where online relationships were almost twice as strong as those developed offline.
Categories such as IT hardware and software, credit cards and fragrances also enjoyed stronger brand relationships with customers on the internet.
Peter Walshe, global brand director at Millward Brown said: "Digital research and purchasing helps develop brand knowledge, which then further reinforces brand interest."
Meanwhile, research from the Nielsen Company has revealed that the most active online display ad publishers during the first four months of this year were Marks & Spencer, HSBC and Hilton.