GfK Roper ConsultingThe InfluentialsJuly 9th, 2008 Proprietary and Strictly Confidential.
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GfK Roper Consulting The Influentials July 9th, 2008
Proprietary and Strictly Confidential
GfK Roper Consulting The Influentials July 9th, 2008
Contents
Background to the Influentials: Who? Why?
Methodology: What? How?
Influentials & World Media Group Readers:
Social Influentials
Business Influentials
Digital Influentials
Summary
1
2
3
4
3.3
3.2
3.1
GfK Roper Consulting The Influentials July 9th, 2008
Background to the Influentials: Who? Why?
1
GfK Roper Consulting The Influentials July 9th, 2008
A key consumer trend:The rise of word of mouth
2003: Word of mouth valued far more
1977: Word of mouth valued somewhat more
Word-of-mouth 67
Advertising 53
Editorial 47
92Word-of-mouth
50Advertising
40Editorial
Aggregate percentage of total American public saying source is among best for ideas and information, averaged for eight consumer decisions
4
SOURCE: GfK Roper Reports
GfK Roper Consulting The Influentials July 9th, 2008
A key consumer trend: The spread of word of mouth
5Map shows the top-ranked source for being: very trustworthy for purchase ideas or information
People i.e. Word of Mouth
AdvertisingSOURCE: GfK Roper Reports Worldwide
GfK Roper Consulting The Influentials July 9th, 2008
6
Background to the Influentials:When it comes to spreading word of mouth, some are more important than others
A unique group that originated as a concept in the 1970s within the Roper Reports study.
It was noticed that the most active socially and politically were also more likely to:
Find out about and try new ideas, products, services
Volunteer their opinions to the rest of their social network
Are asked for recommendations because they are regarded as “the kind of person who will know what’s good and what’s not”
GfK Roper Consulting The Influentials July 9th, 2008
Background to the Influentials: There are Influentials within different areas of life
Everyday lifeSocial Influentials
Category Influentials
Working lifeBusiness Influentials
Business Category Influentials
Online lifeDigital Influentials
GfK Roper Consulting The Influentials July 9th, 2008
Methodology2
GfK Roper Consulting The Influentials July 9th, 2008
9
MethodologyWhat?
Does the reader base of World Media Group titles have more Influentials?
GfK Roper Consulting The Influentials July 9th, 2008
10
MethodologyHow?
6,483 online interviews conducted by ICD Research across 5 European countries in March and April 2008:
UK = 1,364
France = 1,119
Germany = 1,088
Italy = 1,497
Spain = 1,415
All participants earned minimum £35k or equivalents; there was also a quota of respondents earning £50k+
In order to enable an “apples to apples” comparison: Each country was given equal
representation in the total sample. The income profiles of WMG readers
and non-readers were matched
GfK Roper Consulting The Influentials July 9th, 2008
11
MethodologyHow?
In each country, the sample consisted of World Media Group subscribers and members of ICD Research’s online panel, enabling us to look at many different business groups: WMG Readers
Read 3+ out of 4 issues Equal weight given to each of the 8 WMG titles
WMG non-Readers WMG web users
Access at least one WMG website at least several times a week
In addition, data on “all consumers” is available via GfK Roper Consulting’s syndicated study – Roper Reports Worldwide
GfK Roper Consulting The Influentials July 9th, 2008
Influentials & WMG Readers
3
GfK Roper Consulting The Influentials July 9th, 2008
Social Influentials3.1
GfK Roper Consulting The Influentials July 9th, 2008
14
About the Social Influentials
Someone you know and rely on
Well-connected, well-informed, trusted
Word-of-mouth leaders
A vital centre of society and marketplace
Leading indicators on trends
Opinion leaders for products, services and ideas
Twice as likely as average to be sought out for opinion
Twice as likely as average to make recommendations
GfK Roper Consulting The Influentials July 9th, 2008
15
Social Influentials: Definition
Based on the number of social and political activities carried out in the past year (from a list of 12)
Number varies by country from 3 to 5 - Designed to identify the top 10% or so
Attended business lunches/dinners
Made a speech or gave a talk
Written to a newspaper or magazine or
called a live radio or TV show
Make sizabledonations to local
or nationalorganisations
Made acomplaint
Attended apublic meeting
Attended a political rally,
speech, or event
Led or served on a committee
Asked a question
in a public meeting
Organised aspecial social
event
Contacted a politician orgovernment
official
Been an active member of a lobby
group
WMG readers are more likely than non-readers to do all of these activities
GfK Roper Consulting The Influentials July 9th, 2008
• Make sizable donations to local or national organisations
• Write letters to newspaper or phone TV or radio
• Make speeches or give talks to groups
• Attend business lunches or dinners regularly
16
Social Influentials:WMG readers are more active socially
68%
72%
133%
Readers 61% Non-readers 37%All consumers 8%*
Readers 42% Non-readers 25%All consumers 12%*
Readers 31% Non-readers 18%All consumers 7%*
Readers 35% Non-readers 15%All consumers 10%*
Percentage uplift
Readers versus non-
readers
Percentage uplift
Readers versus non-
readers
* SOURCE: GfK Roper Reports Worldwide 2006: France, Germany, Italy, Spain, UK
GfK Roper Consulting The Influentials July 9th, 2008
Data from syndicated
research study among global
consumers conducted
annually by GfK Roper Consulting
17
WMG has more Social Influentials among its readers
% meeting the criteria needed to be a social influential
* SOURCE: GfK Roper Reports Worldwide 2006: France, Germany, Italy, Spain, UK
GfK Roper Consulting The Influentials July 9th, 2008
18
WMG has more Social Influentials among its readers across all markets
% meeting the criteria needed to be a social influential
* SOURCE: GfK Roper Reports Worldwide 2006: France, Germany, Italy, Spain, UK
GfK Roper Consulting The Influentials July 9th, 2008
19
Category Influentials:Definitions
Diverse Social Network(from 6 to 7 groups depending
on the country)
Product Passion+
GfK Roper Consulting The Influentials July 9th, 2008
20
WMG has more Category Influentials among its readers
• Environmentally sound purchases
Ethically soundpurchases
PersonalAppearance
60%
30%
71%
52%
56%
60%
Technology
Financial Products
Hotels
82%
92%
57%
57%
Wellness
Airlines
Cars
Luxury goods
Percentage uplift by category(WMG Readers versus WMG non-
readers)
GfK Roper Consulting The Influentials July 9th, 2008
Business Influentials3.2
GfK Roper Consulting The Influentials July 9th, 2008
(Even) more likely to be male More likely to be 35-54 yrs of
age More likely to be company
owner MD, CEO, CFO, CIO or senior management
Have higher incomes Be frequent business
travellers Keep up to date with their
sector
22
About the Business Influentials
Twice as likely as average to say their opinions influence their company’s future strategy
Twice as likely as average to make recommendationsin a number of business categories.
GfK Roper Consulting The Influentials July 9th, 2008
23
Business Influentials:Definition
Based on the number of business activities carried out (from a list of 15) Number of activities varies by country from 6 to 8 and defines the most
active one-quarter or so
Circulating useful articles to colleagues
Delivering presentations inside
organisation
Taking strategic business decisions
Attended a workrelated conference
Attendedbusinesslunches
Delivering presentations
outside organisation
Offered advice tomore senior
membersof staff.
Spoken at anIndustry
conference
Exhibited at a conference/trade show
Set up anew company
Raised capital
for anew
venture
Suggested aninnovation to
benefit mycompany
Written anindustry
paper
Organisedsocial activities
forcolleagues
Sat on anindustry
committee
WMG readers are more likely than non-readers to do all of these activities
GfK Roper Consulting The Influentials July 9th, 2008
Take strategic business decisions:
Readers 49% vs. non-readers 26%
Circulate useful articles to colleagues:
Readers 54% vs. non-readers 32%
Raised capital for a new business venture:
Readers 12% vs. non-readers 4%
Suggested an innovation to benefit my company:
Readers 33% vs. non-readers 19%
24
Business Influentials: WMG readers are more active in their work lives
88%
69%
200%
74%
Percentage uplift
Readers versus non-
readers
Percentage uplift
Readers versus non-
readers
GfK Roper Consulting The Influentials July 9th, 2008
25% meeting the criteria needed to be a business influential
World Media Group has more BusinessInfluentials among its readers
GfK Roper Consulting The Influentials July 9th, 2008
26
Business Category Influentials:Definitions
Any respondent who meets the criteria for Business Influentials; AND Mentions any of 9 “product categories” as one they very actively
seek the best ideas or latest information about .
Financialservices
Telecoms / IT hardware / software
Recruitment solutions
Business solutions
Corporate/social
responsibility
Businesstravel
Marketing
Advertising
Other professional
service providers
WMG readers are more likely than non-readers to seek information & ideas about all of these “categories”
GfK Roper Consulting The Influentials July 9th, 2008
27
Financial services:
Readers 22% vs. Non-readers 7%
Telecoms/IT hardware/software: Readers 23% vs. Non-readers 9%
214%
Business solutions: Readers 20% vs. Non-readers 7%
156%
186%
Advertising: Readers 13% vs. Non-readers 5% 175%
World Media Group has more Business Category Influentials among its readers
Corporate Social Responsibility: Readers 13% vs. Non-readers 5% 160%
Percentage upliftReaders versus non-readers
GfK Roper Consulting The Influentials July 9th, 2008
DigitalInfluentials3.3
GfK Roper Consulting The Influentials July 9th, 2008
More likely to be either a social or business influential too.
Twice as likely as average to use online social networks
29
About Digital Influentials
Make recommendations to others on a wide range of social topics, including electronics and technology
Also more likely to recommend on many business categories, not just telecoms and IT!
GfK Roper Consulting The Influentials July 9th, 2008
30Digital Influentials are defined as those who have carried out
six or more of the eleven following online activities in the past 30 days
Find out information
about products
Makepurchase
s
Download music or
video
Instant messaging
Share documents, photos or
videos online
Maintain a blog
Contact someone via
a social networking
siteAdd a
review or comment to a website
Forward news and website
information to others
Listen to a podcast
Digital Influentials: Definition
Comment on someone
else’s blog
WMG readers are more likely than non-readers to do all of these activities
GfK Roper Consulting The Influentials July 9th, 2008
31
Listen to a podcast: Readers 23% vs. Non-readers 12%
92%
Forward news and online content to others:
Readers 52% vs. Non-readers 34%53%
Maintain a blog: Readers 12% vs. Non-readers 8% 50%
Add a review or comment to a website:
Readers 17% vs. Non-readers 12%42%
Percentage upliftReaders versus non-
readers
Digital Influentials: WMG readers are more active in their online lives
GfK Roper Consulting The Influentials July 9th, 2008
32
% meeting the criteria needed to be a digital influential
World Media Group has more DigitalInfluentials among its readers
GfK Roper Consulting The Influentials July 9th, 2008
Summary4
GfK Roper Consulting The Influentials July 9th, 2008
34
Influentials & World Media Group:Summary
Word of mouth is one of the key trends of our time, both among consumers and business people
Certain consumers and business people are most active in spreading word of mouth messages – we call them Influentials
Relative to a comparable sample of non-readers, the readership of World Media Group titles contains more…… Social influentials and Category influentials Business influentials and Business category influentials Digital influentials
Furthermore, those who consume WMG titles through print AND web are even more likely to be Influentials
GfK Roper Consulting The Influentials July 9th, 2008
Nick ChiarelliGfK Roper [email protected] Tel: 0207 890 9553Fax: 0207 890 9819
Belinda BarkerWorld Media [email protected]: 0208 778 0976Mob: 0776 226 9261
For further information, please contact: