One defining characteristic of these Passionistas is an almost unquenchable thirst for information, and the need to share it. Another quality is that demographically they look similar to the merely engaged consumer, but it's their behavior that defines them.
What's more, said Jim Kite, president of connections research and analytics for MediaVest, these uber-influencers use online search 184% more than those merely engaged.
Of the 25.5 million U.S. consumers with an interest in health and fitness, some 23% are Passionistas, the research estimates. Of 41.9 million cooking/food enthusiasts, 34% are Passionistas. Among the 21.6 million fans, a full 43% are Passionistas. Movie/TV lovers, meanwhile, number 45.3 million, with 29% of them Passionistas.
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