European consumers are increasingly using the internet to share their perceptions of brands, rather than relying on word-of-mouth, a new survey has shown.

Research by the European Interactive Advertising Association has found that more people are becoming proficient at using several different types of online media, with 51 per cent of this group sharing their thoughts and opinions over instant messaging services.

The findings - which could be important for companies looking to boost their online lead generation - also revealed that the shift towards convergence of internet and TV services has grown more than 38 per cent since 2006.

Around a quarter of European consumers use the internet and television simultaneously, it added.

The organisation noted that this trend is important for lead generation, as marketers can gain a better insight into consumer behaviour.

Executive director Alison Fennah commented: "With a growing number of Europeans meshing their media, it is important for marketers to understand this demographic, their behaviours and how to effectively target them."

She continued: "To keep ahead of the game brands need to better understand how media can work most effectively together."

The online search market may be a sector for firms seeking to improve their lead generation to consider, as figures from the Internet Advertising Bureau (IAB) and PricewaterhouseCoopers showed that this market saw year-on-year growth of 26 per cent in 2008.

Written by Julian Poulter and Copyright "Selling People 2009"