A powerful category of Asian consumers has emerged which has disproportionate influence in their ability to spread brand awareness and drive purchase decisions, according to Allison+Partners’ latest Influence Impact Report.
These “Engaged Enthusiasts” are more likely to follow and trust social media influencers and key opinion leaders (KOLs), more receptive to marketing content across channels, and more likely to give recommendations to others, the study finds. This, says Allison + Partners, makes them a critical target for brands seeking word-of-mouth buzz and preference.
Making up 23 percent of total internet users in the region, Engaged Enthusiasts are defined by their openness to influence at large, and potential to influence the opinions of their immediate peers.
- Seventy-nine percent say they are extremely or moderately likely to make recommendations to others, compared with 34 percent of other social media user.
- Forty-one percent are likely to post their recommendations on social media, compared with 21 percent of other social media user.
- Seventy-three percent trust recommendations or endorsements from influencers or KOLs a great deal or a lot, compared with 25 percent of other internet users.
The Asia Influence Impact Report draws on original consumer research conducted in October and November 2017 among consumers in China, Japan and Singapore. It features data on general preferences and detailed information on consumer preferences about products and services in four key categories: consumer electronics and mobile devices; food and beverage; travel and leisure; and financial services.
“Influence comes from many interrelated sources and how marketers select and prioritize influencers for their brand is critical,” said Paul Mottram, managing director of Allison+Partners’ All Told group in Asia Pacific. “While reach is important, it’s not everything. Will those influencers be perceived as credible and an authority for your brand or category? Will consumers trust their recommendations?”