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A new study study by advertising firm MS&L's influencer-marketing unit reveals that some 84% of digital influencers go online to find out more about something only after first reading about it in magazines and newspapers or hearing about it on TV or the radio. This is startling news. What's even more startling is that the Ad Age story says nothing more about this finding, instead concentrating the rest of the story on Web behavior.
Influencer marketing is moving into the mainstream, with seven of 10 respondents to a recent study indicating that they'll target influentials in the coming year. The trend is most pronounced among marketers the researchers classified as "leaders," of those who use the most sophisticated tactics and tools.
in list: Social Media Research
in list: Social Media Research
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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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