This past Wednesday, June 15, 2011, top thought leaders gathered at the Harmonie Club on 60th Street in New York City to learn about Martini Media’s recent research study: “Share of Heart.” Martini Media partnered with WPP’s research group, Added Value, to take a closer look at the influencer audience who comprises 25% of the population and is responsible for 70% of the spending online.
Panelists included Jordan Bitterman, SVP of Digitas, Ken Bracht, Land Rover Communications Manager, and Jack Myers, Media Economist and Chairman of the Media Advisory Group. Martini’s Chief Revenue Officer, Adam Chandler moderated the event while Michelle Madansky presented the research.
The research study examined the influencer audience, breaking the group into two subcategories: influentials and pollinators, while the rest of the online audience was deemed the general population. Pollinators, also referred to as “hyper influentials,” were of particular interest in this study, as they are the most active and engaged of the influentials, going out of their way to gather and share information.
In this study, influentials make up 45% of online users, pollinators make up 20%, and the general population makes up 35%. Overall, the study found that influentials and pollinators have a higher propensity to visit niche sites, which are websites that focus almost exclusively on particular areas of interest. Some interesting statistics that came out of this study include:
- Median spending for pollinators across passion categories is 7x what it is for non-influentials.
- 3 out of 4 pollinators access content about technology, food and wine, and the arts at least weekly, compared to 1 in 4 for the general population.
- 4 out of 5 pollinators visit niche sites related to their passion areas (compared to only 40% of the rest of the internet).
- 7 out of 10 pollinators made a purchase and recommended something to a friend after reading about it on a niche site
- 33% of those sampled reacted more positively to ads on niche sites, compared to 22% on general sites and16% on portal sites.
Martini Media is excited to see how these findings impact the world of online advertising, especially as it relates to influencers and pollinators. In an article for Media Post, Sarah Mahoney quoted Chandler as saying that “while automation trends continue to be important, research like this brings to light how important the right content and specific audience continues to be.”
Thank you to all who attended the conference and we are looking forward to seeing you at future Martini hosted events.