RoperASW: ‘Influentials’ As Consumer Segment Driving Word-Of-Mouth Purchasing.

RoperASW announced the identification of a new marketing channel, “Influentials,” a powerful consumer segment driving word-of-mouth market interest and exerting more and more influence as Americans decrease their dependence on traditional marketing messages. Thirty years of RoperReports research now suggests this group, the 10 percent of the population that is the most socially and politically active, tells the other 90 percent how to vote, where to eat and what to buy.

Today, over 90% of Americans cite word-of-mouth as one of the best sources of ideas and information. In fact, they rate word-of-mouth twice as important as advertising or editorial content and put one-and-a-half times more value on
it today than they did 25 years ago.

Where Word-of-Mouth Begins …
Influentials are more likely to be asked for their advice and opinion on a range of issues:

* Government and Politics (55% vs. 16% of the general population)
* Restaurants (54% vs. 31% of the general population)
* Vacations (38% vs. 21% of the general population)
* Handling Teens (36% vs. 18% of the general population)
* Investing (35% vs. 15% of the general population)
* Computers (34% vs. 16% of the general population)
* Cars (33% vs. 17% of the general population)
* Career Choices (32% vs. 14% of the general population)

They are also more likely to share their opinions. Over the past year, Influentials made recommendations regarding a:

* Restaurant (85% vs. 59% of the general population)
* Movie (67% vs. 48% of the general population)
* Vacation (54% vs. 24% of the general population)
* TV Show (54% vs. 38% of the general population)
* Car (38% vs. 21% of the general population)
* Magazine (32% vs. 16% of the general population)
* Web site (27% vs. 14% of the general population)
* Investment (23% vs. 10% of the general population)

“Connecting to the Influentials is critical in today’s accelerated business environment,” said Ed Keller, CEO of RoperASW. “As the most active and outspoken members of our society with extensive networks of family, friends and associates they can make or break product or brand success.”

Test Lab for Mainstream Appeal … Market Weathervanes

As voracious consumers of leading edge information, Influentials are the initial adopters or non-adopters of new products or services well in advance of other segments of society. They have a history of setting trends:

* By 1994, nearly half (49%) of Influentials owned computers compared with 24 percent of the general public
* By 1996, 33 percent had IRAs and 401ks compared to 20% percent of the general public
* By 2002, 47 percent had shopped online compared with only 23% of the general public

They continue to lead the way for product acceptance. Today:

* 45 percent own a DVD player compared with 25 percent of the general public
* 44 percent own a CD burner compared with 22 percent of the general public
* 24 percent own a PDA compared with 7 percent of the general public
* 17 percent own a digital camera compared with 8 percent of the general public
* 16 percent own a digital video recorder compared with 4 percent of the general public
* 8 percent own a wireless computer modem compared with 2 percent of the general public

“Opening a dialogue with these opinion leaders allows marketers to tap into consumer trends, gauge the success of marketing efforts and minimize the risks associated with product launches, branding initiatives and communications efforts,” adds Keller.

RoperASW recently released its new book, “The Influentials,” that explains how to identify and appeal to this crucial consumer segment, profiles some of its members, offers trends they have led, discusses products that have succeeded or failed based on “Influential appeal,” and addresses their vision of the future.

For more information at http://www.roperasw.com