beyond influence: reaching high value, engaged, influential consumers
DESCRIPTION
This report is devoted to the new class of influencers as digital puts influence at more fingertips than ever: 45% of the population we term Influentials, and 20% of uber-influencers we term Pollinators; and the niche sites that form their primary feeding and spreading ground. It's through these niche sites that marketers can most effectively source mass impact in a digital world. This new audience dynamic has profound implications for how marketers can effectively approach digital media.TRANSCRIPT
T H E P O W E R O F N I C H E S I T E S
Beyond InfluenceReaching high value, engaged, Influential consumers
T H E P O W E R O F N I C H E S I T E S
Why This ResearchOnline Publishing has created a proliferation of high quality
vertical content websites
These passion-based sites have higher “share of heart” among their audience
Mostly because of the expertise of the people writing at the niche sites
Niche sites contain a lot of detailed information for a specific subject or topic. Some of this information is difficult at best to find in a global search or a more general website.
I like that they focus solely on one thing
They provide a forum for sharing opinions
…this site gives me the capacity to enjoy the game of golf with friends from all over the world...how cool is that?
T H E P O W E R O F N I C H E S I T E S
Research ObjectivesWho is engaged with these “niche” websites?
How does this audience differ from non-niche site visitors?
What role do these sites play in the overall media ecosystem?
What is the “share of heart?”
How can marketers leverage these sites to engage with an important and influential audience?
T H E P O W E R O F N I C H E S I T E S
Methodology
Gender: 50% Male, 50% FemaleAge: 18-65Income: 50% earn >$100k
Sample: Internet Rep – 500; Martini - 350
20 Minutes
Online
Apr 29 – May 4 2011
Consumers engaged in following & shopping these categories:
What is a Niche Passion-Based Site?Niche or Themed Websites are sites that focus specifically on a single passion area or topic.
Niche Site users among Panel Sample
57% - Niche Site Users
This is in contrast to Portals or General sites which offer general content on a variety of topics.
April 9, 2023 6
Who is an “Influential” – Marketers’ Sweet Spot
The 1962 Model:16% of consumers were Influential
Who is an “Influential” – Marketers’ Sweet Spot
The 1962 Model:16% of consumers were Influential
Before the online revolution that empowered consumers and the way they shopped.
T H E P O W E R O F N I C H E S I T E S
Key Definitions & Incidence
Influentials were defined as:– Must be ‘Extremely’ or ‘Somewhat Interested’ in at least one of the passion
categories– Must use the internet to get information at least weekly for selected
category
T H E P O W E R O F N I C H E S I T E S
Key Definitions & Incidence
Influentials were defined as:– Must ‘Frequently’ or ‘Sometimes’ do two of the following for selected
category:
Talk about/share my opinions on [CATEGORY] Make recommendations to others before they make a purchase Am the first to try new products/services Share opinions on [CATEGORY] in online forums (Facebook updates or Likes/Twitter/message boards/online reviews
etc) Blog about [CATEGORY]
T H E P O W E R O F N I C H E S I T E S
Key Definitions & Incidence
Influentials were defined as:– Must ‘Frequently’ or ‘Sometimes’ do two of the following for selected
category:
Talk about/share my opinions on [CATEGORY] Make recommendations to others before they make a purchase Am the first to try new products/services Share opinions on [CATEGORY] in online forums (Facebook updates or Likes/Twitter/message boards/online reviews
etc) Blog about [CATEGORY]
Pollinators show the same behavior as above, except they must ‘Frequently’ or ‘Sometimes’ do ALL of the above (Talk about, Make Recommendations…etc.) for selected category…
T H E P O W E R O F N I C H E S I T E S
Influence is More Widespread Today
45% Influentials
35% General Population
20% Pollinators
Online Users
(34MM)
(77MM)
(60MM)
T H E P O W E R O F N I C H E S I T E S
Getting to know Pollinators & Influentials
T H E P O W E R O F N I C H E S I T E S
0
20
40
60
80
100
Category Interest (Top2box)
Pollinators are passionate consumers with diverse interests
Pollinator Influential GP
T H E P O W E R O F N I C H E S I T E S
Category Interest (Top2box)
Special interest sports and leisure find a solid base of fans among Pollinators
Pollinator Influential GP
0
20
40
60
80
T H E P O W E R O F N I C H E S I T E S
The Internet feeds Pollinators’ hunger for information
96%
82% 79%75% 72% 70%
64% 61%
93%
65%
53%
36%29%
36%
12%
93%
34%
48%
19% 18% 18%
5%
Use the Internet to follow category news/trends (At least weekly)
Pollinator Influential GP
44%
10%
T H E P O W E R O F N I C H E S I T E S
61% 58% 56%50% 50% 49% 47%
23% 25%
6% 4%12%
5%8%
41%
7% 6%9% 9%
Internet as a “go to” source for special interest sports and leisure as wellUse the Internet to follow category news/trends (At least weekly)
Pollinator Influential GP
T H E P O W E R O F N I C H E S I T E S
11
23
55
27
40
59
586877
374268
Consumerism as a means to “live well” and “stand out” seems to be the mantra of Pollinators
Pollinator Influential GP
Personal Values (Top2box%) Live life to fullest
Need to make a lot of money
Pay attention to appearance
Like to stand out from the crowd
T H E P O W E R O F N I C H E S I T E S
They are avid consumers who are also cautious – being informed makes them more willing to spend
Consumer Behavior (Top2box)
75%
62%
50%
41%
57% 54%
17%
59%
35%
7%
Pollinator Influential GP
More cautious about major purchases vs. 5
years ago
Make sure to know a lot about premium
brand purchases
Willing to pay more for environmentally
friendly products
Might buy an expensive luxury brand even if it's only an upgrade/latest
version
27%
19%
T H E P O W E R O F N I C H E S I T E S
And their spending patterns reflect these attitudes
Pollinators Influentials GP
Near term auto intenders (next 6 months) 39% 8% 3%
Luxury Car Considerers 68% 58% 42%
iPad owners 21% 9% 5%
Annual Tech Spend >1k 60% 35% 19%
Purchase Intention
T H E P O W E R O F N I C H E S I T E S
For Pollinators, the brands they use make a personal statement and they’re willing to spend on them
Pollinator Influential GPMedian. annual spend in “passion category” $3,450 $2,500 $500
T H E P O W E R O F N I C H E S I T E S
56%
46%
23%
13%18%
6%
For Pollinators, the brands they use make a personal statement and they’re willing to spend on them
Consumer Attitudes (Top2box)
Pollinator Influential GP
Brands I buy reflect who I am
Wearing/owning lux. brands makes me stand up
and walk tall
Median. annual spend in “passion category” $3,450 $2,500 $500
T H E P O W E R O F N I C H E S I T E S
Pollinators and Influentials are strong brand advocates
81%
66%
78%
65%
60%
73%
31%
47%
48%
64%
73%
74%
42%
49%
52%
25%
24%
27%
A good brand is worth talking
about
I make sure people know if I
have a bad brand experience
I often tell friends about products
that interest me
I go out of my way to recommend
good products & brands to my
friends & family
I consider myself social and well-
connected
A good ad is worth talking
about
Brand Advocacy Attitudes (Top2box) Pollinator Influential GP
T H E P O W E R O F N I C H E S I T E S
Pollinators have wider personal and professional networks online & offline
Personal Network Online
Personal Network offline
Business Network online
Business Network offline 0
10
20
30
40
50
Network size: % have more than 100 contacts Pollinator Influential GP
Pollinators Influentials
Facebook 2x 1.3xTwitter 13x 2.5x
LinkedIn 17x 3x
Daily Use (compared to GP)
T H E P O W E R O F N I C H E S I T E S
Pollinators tend to be younger, male, more educated and not necessarily the highest earners – but active consumers
Pollinators Influentials GP
AGE
18-39 61% 41% 27%40-50 18% 26% 24%51-65 21% 33% 49%
GENDER
Female 34% 44% 41%Male 66% 56% 59%
EDUCATION
More than a college degree 65% 62% 54%
Demographic Profile
T H E P O W E R O F N I C H E S I T E S
Niche Sites & the Pollinator connection
T H E P O W E R O F N I C H E S I T E S
“Pollinators” and Influentials are drawn to Niche Sites
83% 17%61%
39%40% 60%
Pollinators Influentials General Population (GP)
Niche Site User
Niche Site Non-User
Proportion of Niche Site Users in the 3 groups
T H E P O W E R O F N I C H E S I T E S
Consumers find relevant info on Niche Sites that’s “shareworthy “ & shapes purchase decisions
Activities Done Based on Visiting Niche Site
77%
71%
67%
48%
52%
34%
21%
18%
9%
46%
71%
71%
7%
59%
55%
2%
28%
30%
Posted a comment
Shared an article via email
Posted to Facebook
Tweeted about the article
Made a purchase
Recommended to a friend
Pollinator Influential GP
T H E P O W E R O F N I C H E S I T E S
Niche sites foster a like-minded, positive environment and provide deeper insights & info
0%
10%
20%
30%
40%
50% Niche Sites General Sites Portals
Among Niche Site Users
T H E P O W E R O F N I C H E S I T E S
Consumers are more receptive to ads on niche sites – relevance & engagement are key
Niche Sites General Sites Portals
33%22% 16%
10% 14%21%
Reaction to Ads
More positive
More negative
36%Shows advertising that is more
relevant to me21%
14%
T H E P O W E R O F N I C H E S I T E S
Key Takeaways• Influence has become more mainstream given digital and
social tools
• Pollinators are influencers 2.0 - brand savvy, digital savvy and networked audience
• Pollinators have diverse (and specific) interests and leverage the Internet extensively to connect with their passion areas
• Niche sites appeal to this audience because of the specificity, community and expert point of view
T H E P O W E R O F N I C H E S I T E S
Implications for Marketers: Marketing
Influentials and Pollinators are willing to buy premium brands, but need to do their homework
These segments are more likely to use social tools to connect with their large networks
Implications
Provide enough information to make them feel comfortable about product selection
Ensure you have a social component in your creative to help them connect with and broadcast your message
Insight
T H E P O W E R O F N I C H E S I T E S
Implications for Marketers: Creative
Part of the appeal of niche sites is the specificity and unique point of view
Implications
To best engage with these audiences, marketers should tailor their messaging to these specific environments
Insight
T H E P O W E R O F N I C H E S I T E S
Implications for Marketers: Media
Pollinators are putting niche sites first to engage with their passion areas
These audiences can be hard to reach buying media historically
Implications
Marketers should be putting pollinators at the center of the media buy. Marketers should have these audiences as a priority when planning digital media
Today’s content networks allow for media efficiency
Insight
T H E P O W E R O F N I C H E S I T E S
Thank You
Visit www.martinimediainc.com to learn more about reaching this audience…