Staff Reporters
Jul 16, 2012

Social-media influencers more influential than expected: Initiative

ASIA-PACIFIC - A study of social-media impact by Initiative shows that tech-savvy consumers have a more profound influence on brand choice than marketers may have previously appreciated.

The online study surveyed 8014 web users aged 16-54 in Argentina, Australia, Canada, China, Germany, the Netherlands, the US and the UK with the aim of helping marketers produce greater synergy between media, social and mobile budgets by figuring out the role that consumer influence plays along the path to purchase.

The top 10 per cent of influencers have a significantly disproportionate influence, according to the study. A massive 72 per cent of the people...

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