By Campaign Asia:
ASIA-PACIFIC – A study of social-media impact by Initiative shows that tech-savvy consumers have a more profound influence on brand choice than marketers may have previously appreciated.
The online study surveyed 8014 web users aged 16-54 in Argentina, Australia, Canada, China, Germany, the Netherlands, the US and the UK with the aim of helping marketers produce greater synergy between media, social and mobile budgets by figuring out the role that consumer influence plays along the path to purchase.
The top 10 per cent of influencers have a significantly disproportionate influence, according to the study. A “massive” 72 per cent of the people in this “Top 10” access content across print, PC and mobile more than once a day, compared to just 18 per cent of the bottom 10 per cent of influencers. The Top 10 constituents are also more likely to own smartphones and tablet computers… Read more