11.5% of U.S. Population are Key WOM Influencers
January 3, 2009 by admin
Filed under Trends, Facts & Figures
A new survey from Mediamark Research & Intelligence shows that 11.5% of U.S. adults are key influencers to friend, family, coworkers, and acquentances. While the HHI of these Big Circle Influentials is on par with the rest of the nation, they are more likely to invest, own securities, or seek financial planning. Anne Marie Kelly, Senior Vice President of Marketing and Strategic Planning at MRI suggests that targeting this group on demographics alone is a mistake. Perhaps choosing psychographics over demographics is a better way to go.
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Check out what others are saying about this post...[...] belts tighten, most brands will continue to mass market to demographics, rather than laser target influencers according to psychographics. Those that spend more to target fewer will see better results. Share [...]