FACEBOOK USERS THAT FOLLOW INFLUENCERS ON THIS CHANNEL

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1 FACEBOOK USERS THAT FOLLOW Consderng the hgh penetraton of among the 18+ onlne urban populaton, ther demographc characterstcs are also mostly n lne. users that follow nfluencers start young, beng overrepresented n the age segment. 14% - 14% 11% % 7% 45-11% -54 % 7% 70% Sngle Marred or n a relatonshp Wdow/ Dvorced % 73% out of 10 users that follow nfluencers on ths channel access t daly or several tmes per day. Spend around half an hour per sesson on and access t from both ther moble phone and. daly... t from... 3% 1% 85% 83% Average for 18+ onlne urban users of the channel (mn) 7% 7% 24% 24% Followers of Influencers on users have a well balanced preference regardng what type of nfluencers they follow on ths channel. Although n general they prefer followng professonals and regular people, when on 63% of them prefer followng professonals, whle around % of them also follow celebrtes or regular people. Regular people % 52% Professonals 37% 51% 41% 63% Whch of the followng types of persons do you follow on FACEBOOK? Influencers On Content under the form of, statc mages and text/ are most prefered on. Compared to the average, s an overall better channel for postng any form of content Interactons wth Influencers' Content s a good platform for nteractng wth nfluencers content, few users versus average preferng just to read or see content Influencers users follow Influencers on ths channel manly to be nspred and to be n the know By Influencers On Branded content wth the hghest chances to be remembered on : wth product placement, presentaton and promotonal. Slghtly less apprecated, but stll better than average are also nvtatons and usage s wth Presentaton Invtaton Promotonal 40 13

2 INSTAGRAM USERS THAT FOLLOW They are aged 18-3, wth core concentraton n 18- and more lkely to be marred or n a relatonshp. % - 14% 10% 11% % 8% -54 % 5% 6% Sngle Marred or n a relatonshp Wdow/ Dvorced % % of them access daly and spend n average 16 mnutes per sesson, 3 mnutes more than the adult, urban populaton. t from... daly... 81% % 45% the channel (mn) 16 47% 46% 13 13% 11% Followers of Influencers on In general they follow regular people more than any other type of nfluencer, but on they seem to be lookng more for content from celebrtes and secondarly from other types of nfluencers. Regular people Professonals % % 3% 46% 32% 43% Whch of the followng types of persons do you follow on? Influencers On Conssts preponderantly of statc mages. More then half also show nterest n Interactons wth Influencers' Content users also show ther apprecaton wth s, but ths s the hghest level the nteracton they offer: the next n lne acton would be to just passvely take n the content by seeng t or readng t Influencers Users of follow nfluencers mostly to be nspred and, but ths s a common behavor, n lne wth average for all followers. has above average scores for lesure consumpton: to feel good &, to be % prefer recevng advertsng endorsed by nfluencers under the form of wth. Secondarly, they are also open to recevng nformaton on products and brands under the form of banners or presentaton s wth Presentaton Invtaton Promotonal 17 5

3 TWITTER USERS THAT FOLLOW Twtter users are more lkely to be marred and aged 30+, concentrated n 30-3 and 45- y.o. segments. % 10% 1% - 1% 12% % 6% 45-10% -54 % 4% 6% Sngle Marred or n a relatonshp Wdow/ Dvorced 34% 66% 30% of Twtter users access the network at least daly and spend n average 12 mnutes browsng t. They are more lkely to access t from ther moble phone, than the adult, urban populaton. daly... t from... 54% 48% 30% 21% the channel (mn) 12 68% 11 12% Followers of Influencers on Twtter 57% of them follow on Twtter professonals, n lne wth ther general preferences for nfluencers. Although they are not fans of celebrtes, they tend to follow them on Twtter as much as they follow regular people. Regular people Professonals 1% % 38% 43% 45% 57% Whch of the followng types of persons do you follow on Twtter? Influencers On Twtter 18 3 When on Twtter, users react better to content posted as text/ or statc mages. They are less lkely than the average to react to or audo data. 5 Twtter Interactons wth Influencers' Content Users nteract wth the content posted by nfluencers on Twtter rather passve, by seeng or readng t. 57 Twtter 28 Twtter Influencers They read nfluencers content manly to be. It s less lkely to follow content posted by nfluencers on ths channel for any other reason Twtter Prefered Type Of Twtter Twtter users don t show any strong preferences for a certan type of branded content posted by nfluencers., product presentaton or wth the promotonal content are more lkely to be followed on Twtter s wth Presentaton Invtaton Promotonal Twtter 7

4 YOUTUBE USERS THAT FOLLOW users that follow nfluencers on ths channel are aged 18-3, wth hgher affnty for. - 10% 14% % 45-10% % Sngle 6% Marred or n a relatonshp Wdow/ Dvorced % 74% 67% of them access daly, spendng n average 36 mnutes per sesson on ths channel. t from... daly... 67% % the channel (mn) 36 82% 84% 33 24% 23% Followers of Influencers on In gereneral they follow regular people and professonals but on they focus ther attenton especally on celebrtes (63%), despte ths beng the natve place of regular people dong vloggng. Regular people Professonals % 63% 38% % 41% 54% Whch of the followng types of persons do you follow on? Influencers On 54 3 users go to almost exclusvely for. content posted by nfluencers also attracts the attenton of 54% of them, confrmng the fact that s also used as a musc dgtal platform Interacton wth Influencers Content Followers have mostly a passve exposure to nfluencers content on : 61% of the users only see/ watch t Influencers Man reasons users follow content posted by nfluencers on ths channel are to feel and to be. They are also more lkely to look for content that s nsprng and helps them to fnd answers or on topcs that nterest them Users that follow nfluencers on prefer to receve branded content from them under the form of, be t only about / brand, be t wth the product n t s wth Presentaton Invtaton Promotonal 11

5 BLOG READERS THAT FOLLOW BLOG Blog readers that follow nfluencers on ths channel are well dstrbuted across age ntervals, wth a peak n - y.o. 12% 16% 17% - 10% 14% % 45- % % 74% Sngle 6% Marred or n a relatonshp Wdow/ Dvorced 28% 72% 37% of those that read blogs and follow nfluencers on ths channel access them daly, spendng n average mnutes per sesson. They are more lkely to access blogs from ther, but have hgh affnty for accessng them also from ther moble phone. daly... t from... 62% % 37% 30% the channel (mn) 81% 83% 23 1% 18% Followers of Influencers on They are more orented towards professonals and regular people, whch they also follow on blogs: 66% follow bloggers professonals, whle 52% follow bloggers wthout any specal background. Regular people Professonals 18% 35% 38% 52% 44% 66% Whch of the followng types of persons do you follow on BLOGS? Influencers On 41 are clearly nformatve platforms, as 84% of those that follow nfluencers on blogs prefer to receve content under wrtten form, as texts or Interacton wth Influencers Content 31 Readng mostly wrtten content, blogs followers are nteractng less than average on these platforms, but are convnced/ nvolved n fndng more as they have a hgher rate of clckng on lnks than the average Bloggers 6 out of 10 admt followng nfluencers on blogs because they get nspred, stay n the know and fnd answers and. It s also a good place to be and to feel connected, ndcatng that the readers of a blog tend to act as part of a communty Bloggs 5% say they lke advertsng under the form of on blogs. 44% prefer usage blogs beng the best channel for usng ths type of content. Invtaton are also more attractve to blog readers s wth Presentaton Invtaton Promotonal Ask for detals from consumer@ro.starcomworldwde.com

6 INFLUENCE ME A 360 Perspectve on Romanan Influencers of the Onlne users lvng n urban areas admt followng at least one nfluencer onlne. Onlne platforms were nfluencers are least followed are: Google+, Pnterest, Tumblr, Snapchat, LnkedIn More than 80% of those that have an account on or that read blogs follow at least one type of nfluencers on these channels. Follow any nfluencer Next n lne are and. Google Plus, Tumblr or Pnterest users are the least nterested n followng nfluencers content on these respectve channels. Have an account, but don't follow any nfluencers 81% 1% % 47% 53% 64% 36% 51% % % 57% 43% % % 52% BLOGS 48% 84% 16% All, 18+, onlne urban users have the hghest chances to nfluence when on:,, or. Professonals Whereas regular people are beng followed when on: blogs,,, Pnterest or Snapchat. Regular people 60% Have an account, but I don't follow an nfluencer % 40% 30% 20% 10% 0% BLOGS All, 18+, onlne urban users Average evaluaton of each channel based on the content posted by nfluencers s the channel of preference of urban adults when t comes to content posted by onlne nfluencers, followed closely by. Next n lne are blogs and. Nched channels lke Tumblr or Snapchat are not very lkely to be followed or attract users wth nfluencer content. 3,3 3,82 2,5 3, 2,64 2, 2,47 2,3 1,71 BLOGS 1,82 All, 18+, onlne urban users, that follow nfluencers