Beyond Influence: Reaching 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

Beyond InfluenceReaching high value, engaged, Influential consumers


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?


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?


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.


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



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]



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…


Influence is More Widespread Today

45% Influentials

35% General Population

20% Pollinators

Online Users

(34MM)

(77MM)

(60MM)


Getting to know Pollinators & Influentials


0

20

40

60

80

100

Category Interest (Top2box)

Pollinators are passionate consumers with diverse interests

Pollinator Influential GP


Category Interest (Top2box)

Special interest sports and leisure find a solid base of fans among Pollinators


0

20

40

60

80


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)


44%

10%


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)



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


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


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%


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%


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


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


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)


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


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


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)


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


Niche Sites & the Pollinator connection


“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


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



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


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%


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


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


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


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


Thank You

Visit www.martinimediainc.com to learn more about reaching this audience…

http://www.martinimediainc.com/