The Fleishman-Hillard report on digital influence surveyed countries representing nearly half of the online population and its findings point to some significant gaps and opportunities in the digital sphere.
1. There is a funding gap. Companies aren't spending as much as they should on it to market.
2. The Internet is core to decision-making but not always treated as such by firms.
3. The oversharing of information is not only boring, the survey finds --- it's also a threat.
4. People will trust their friends online, but it helps if there are several of them asserting the same thing.
5. Sponsored bloggers aren't trusted and bloggers who can engage with companies trust those firms.
The report pays particular attention to the emerging China market, suggesting that the fastest-growing market is still in early adoption.