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Targeting
word-of-mouth influencers
Computers & Business World
News
Ramon Barquin III
Miami
Florida, USA
Consumers who are passionate about their
interests spend a lot of time online keeping up
to date, according to Yahoo! and MediaVest's
“Passionistas: The New Empowered
Consumers” study.
These consumers spend six minutes online for
every one minute spent with the same content by
most Internet users. The Yahoo!-MediaVest study
also found that such consumers were favorable
toward brands associated with their interests.
"If you observe the natural behavior of
passionate people as a brand marketer you can
take advantage of their behavior toward
others," Edwin Wong, director of the
consumer insights organization at Yahoo!, told
eMarketer.
Mr. Wong said passionate people were naturally
predisposed to spread not only the word about
their interests but also the associated brands. |
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