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Lodestar Universal report on ‘Super Influencers’ On The Web - India Ranks 2nd!
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Lodestar Universal did a study to understand the growing power of social media users the world over. The study profiled users who advocate products and tested other users who listened to their advice against opting for a particular brand or service. This study was done across 29 countries and included 17,000 active Internet users.
The study identified users who were strongly influencing in 15+ product categories to announce the emergence of a ‘Super Influencer’. This super influencer uses social media to influence others to spread opinion far and wide.
Key findings of this report include:
- Super influencers are likely to be male, 25-34 years, mid- or senior influential office workers.
- They are also more likely to be highly educated.
- They fit the typical profile of early adopters who are likely to try new products, take risks and share their opinions with friends.
- Their influence is not confined to the web and are likely to be asked by friends and family face to face on products and brands.
- They are sociable and embrace life both online and offline.
- They are the lead content generators online and are heavy users of Social Media.
The study also stated that Super Influencers are skewed to emerging Internet markets led by Brazil which has 24% of active Internet users falling into this ‘Super Influencer’ category followed by India, Mexico and Pakistan.
This report just illustrates how the word of mouth or social media is becoming more and more powerful in influencing brand perception among customers. While most agencies in India continue to work on pay for performance few are building product driven technology that can tap the power of social media and scale a campaign progressively for its clients.
There are some really large social media agencies abroad which would look at outsourcing theur work here in India now given the downturn in the US markets and hence the budget cuts expected in advertising. It will be interesting to see what kinds and what size of social media marketing firms develop in the Indian space.
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thats a great thing to hear considering that the internet infrastructure is still improving