Influentials Presentation

Quality of Influence

As experienced consumers of products, with a thirst for knowledge and quality news, Influentials are a highly respected and credible source of information for peers, friends and family. They are also powerful brand advocates if you can get them onside.

Key points within the presentation include:

Profiling the Influentials

This section of the presentation develops the research highlighting that Influentials are opinion formers and leaders with a thirst of knowledge.

Influentials are more likely to be managers than the national average. They are also twice as likely to want to be informed and often engaged in passionate debate.

They are also very social and are twice as likely than non influentials (Index 231) to visit exhibitions, museums, theatre, opera, ballet, gigs and concerts. They are also twice as likely (index 213) to play a sport.

Influentials also have a wide network of peers with 8 in 10 enjoying getting out and about with family and friends at least once a week.



And Influentials talk to 20% more people (friends, family, colleagues) than the Urban Prosperity sector.They are also 146% more likely to meet new people. They also talk more, their network of friends and colleagues grows over time - so it’s important to engage with them in continuous dialogue as their circle of new peers widens over time.

When it comes to news they are five times more likely to be heavy and sophisticated consumers of news and 46.8% more likely to be asked about topical issues by others. Interestingly they are also 45.8% more likely to be asked for their opinions on topics which get attention in the news. They are also twice as likely (Index 185) to want to be informed and stay abreast of current debates.

The full presentation also analyses key data within this marketplace.