Transcript of GfK Roper ConsultingThe InfluentialsJuly 9th, 2008 Proprietary and Strictly Confidential.
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- GfK Roper ConsultingThe InfluentialsJuly 9th, 2008 Proprietary
and Strictly Confidential
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- GfK Roper ConsultingThe InfluentialsJuly 9th, 2008 Contents
Background to the Influentials: Who? Why? Methodology: What? How?
Influentials & World Media Group Readers: Social Influentials
Business Influentials Digital Influentials Summary 1 2 3 4 3.3 3.2
3.1
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- GfK Roper ConsultingThe InfluentialsJuly 9th, 2008 Background
to the Influentials: Who? Why? 1
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- GfK Roper ConsultingThe InfluentialsJuly 9th, 2008 A key
consumer trend: The rise of word of mouth 2003: Word of mouth
valued far more 1977: Word of mouth valued somewhat more
Word-of-mouth 67 Advertising 53 Editorial 47 92 Word-of-mouth 50
Advertising 40 Editorial Aggregate percentage of total American
public saying source is among best for ideas and information,
averaged for eight consumer decisions 4 SOURCE: GfK Roper
Reports
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- GfK Roper ConsultingThe InfluentialsJuly 9th, 2008 A key
consumer trend: The spread of word of mouth 5 Map shows the
top-ranked source for being: very trustworthy for purchase ideas or
information SOURCE: GfK Roper Reports Worldwide
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- GfK Roper ConsultingThe InfluentialsJuly 9th, 2008 6 Background
to the Influentials: When it comes to spreading word of mouth, some
are more important than others A unique group that originated as a
concept in the 1970s within the Roper Reports study. It was noticed
that the most active socially and politically were also more likely
to: Find out about and try new ideas, products, services Volunteer
their opinions to the rest of their social network Are asked for
recommendations because they are regarded as the kind of person who
will know whats good and whats not
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- GfK Roper ConsultingThe InfluentialsJuly 9th, 2008 Background
to the Influentials: There are Influentials within different areas
of life Everyday life Social Influentials Category Influentials
Working life Business Influentials Business Category Influentials
Online life Digital Influentials
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- GfK Roper ConsultingThe InfluentialsJuly 9th, 2008 Methodology
2
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- GfK Roper ConsultingThe InfluentialsJuly 9th, 2008 9
Methodology What? Does the reader base of World Media Group titles
have more Influentials?
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- GfK Roper ConsultingThe InfluentialsJuly 9th, 2008 10
Methodology How? 6,483 online interviews conducted by ICD Research
across 5 European countries in March and April 2008: UK = 1,364
France = 1,119 Germany = 1,088 Italy = 1,497 Spain = 1,415 All
participants earned minimum 35k or equivalents; there was also a
quota of respondents earning 50k+ In order to enable an apples to
apples comparison: Each country was given equal representation in
the total sample. The income profiles of WMG readers and
non-readers were matched
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- GfK Roper ConsultingThe InfluentialsJuly 9th, 2008 11
Methodology How? In each country, the sample consisted of World
Media Group subscribers and members of ICD Researchs online panel,
enabling us to look at many different business groups: WMG Readers
Read 3+ out of 4 issues Equal weight given to each of the 8 WMG
titles WMG non-Readers WMG web users Access at least one WMG
website at least several times a week In addition, data on all
consumers is available via GfK Roper Consultings syndicated study
Roper Reports Worldwide
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- GfK Roper ConsultingThe InfluentialsJuly 9th, 2008 Influentials
& WMG Readers 3
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- GfK Roper ConsultingThe InfluentialsJuly 9th, 2008 Social
Influentials 3.1
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- GfK Roper ConsultingThe InfluentialsJuly 9th, 2008 14 About the
Social Influentials Someone you know and rely on Well-connected,
well-informed, trusted Word-of-mouth leaders A vital centre of
society and marketplace Leading indicators on trends Opinion
leaders for products, services and ideas Twice as likely as average
to be sought out for opinion Twice as likely as average to make
recommendations
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- GfK Roper ConsultingThe InfluentialsJuly 9th, 2008 15 Social
Influentials: Definition Based on the number of social and
political activities carried out in the past year (from a list of
12) Number varies by country from 3 to 5 - Designed to identify the
top 10% or so Attended business lunches/dinners Made a speech or
gave a talk Written to a newspaper or magazine or called a live
radio or TV show Make sizable donations to local or national
organisations Made a complaint Attended a public meeting Attended a
political rally, speech, or event Led or served on a committee
Asked a question in a public meeting Organised a special social
event Contacted a politician or government official Been an active
member of a lobby group WMG readers are more likely than non-
readers to do all of these activities
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- GfK Roper ConsultingThe InfluentialsJuly 9th, 2008 Make sizable
donations to local or national organisations Write letters to
newspaper or phone TV or radio Make speeches or give talks to
groups Attend business lunches or dinners regularly 16 Social
Influentials: WMG readers are more active socially 65% 68% 72% 133%
Readers 61% Non-readers 37% All consumers 8%* Readers 42%
Non-readers 25% All consumers 12%* Readers 31% Non-readers 18% All
consumers 7%* Readers 35% Non-readers 15% All consumers 10%*
Percentage uplift Readers versus non-readers Percentage uplift
Readers versus non-readers * SOURCE: GfK Roper Reports Worldwide
2006: France, Germany, Italy, Spain, UK
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- GfK Roper ConsultingThe InfluentialsJuly 9th, 2008 Data from
syndicated research study among global consumers conducted annually
by GfK Roper Consulting 17 WMG has more Social Influentials among
its readers % meeting the criteria needed to be a social
influential * SOURCE: GfK Roper Reports Worldwide 2006: France,
Germany, Italy, Spain, UK Index100120227147273267167
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- GfK Roper ConsultingThe InfluentialsJuly 9th, 2008 18 WMG has
more Social Influentials among its readers across all markets %
meeting the criteria needed to be a social influential * SOURCE:
GfK Roper Reports Worldwide 2006: France, Germany, Italy, Spain,
UK
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- GfK Roper ConsultingThe InfluentialsJuly 9th, 2008 19 Category
Influentials: Definitions Diverse Social Network (from 6 to 7
groups depending on the country) Product Passion +
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- GfK Roper ConsultingThe InfluentialsJuly 9th, 2008 20 WMG has
more Category Influentials among its readers Environmentally sound
purchases Ethically sound purchases Personal Appearance 60% 30% 71%
52% 56% 60% Technology Financial Products Hotels 82%92%57% Wellness
Airlines Cars Luxury goods Percentage uplift by category (WMG
Readers versus WMG non-readers)
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- GfK Roper ConsultingThe InfluentialsJuly 9th, 2008 Business
Influentials 3.2
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- GfK Roper ConsultingThe InfluentialsJuly 9th, 2008 (Even) more
likely to be male More likely to be 35-54 yrs of age More likely to
be company owner MD, CEO, CFO, CIO or senior management Have higher
incomes Be frequent business travellers Keep up to date with their
sector 22 About the Business Influentials Twice as likely as
average to say their opinions influence their companys future
strategy Twice as likely as average to make recommendations in a
number of business categories.
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- GfK Roper ConsultingThe InfluentialsJuly 9th, 2008 23 Business
Influentials: Definition Based on the number of business activities
carried out (from a list of 15) Number of activities varies by
country from 6 to 8 and defines the most active one-quarter or so
Circulating useful articles to colleagues Delivering presentations
inside organisation Taking strategic business decisions Attended a
work related conference Attended business lunches Delivering
presentations outside organisation Offered advice to more senior
members of staff. Spoken at an Industry conference Exhibited at a
conference/ trade show Set up a new company Raised capital for a
new venture Suggested an innovation to benefit my company Written
an industry paper Organised social activities for colleagues Sat on
an industry committee WMG readers are more likely than non- readers
to do all of these activities
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- GfK Roper ConsultingThe InfluentialsJuly 9th, 2008 Take
strategic business decisions: Readers 49% vs. non- readers 26%
Circulate useful articles to colleagues: Readers 54% vs. non-
readers 32% Raised capital for a new business venture: Readers 12%
vs. non- readers 4% Suggested an innovation to benefit my company:
Readers 33% vs. non- readers 19% 24 Business Influentials: WMG
readers are more active in their work lives 88% 69% 200% 74%
Percentage uplift Readers versus non-readers Percentage uplift
Readers versus non-readers
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- GfK Roper ConsultingThe InfluentialsJuly 9th, 2008 25 % meeting
the criteria needed to be a business influential World Media Group
has more Business Influentials among its readers
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- GfK Roper ConsultingThe InfluentialsJuly 9th, 2008 26 Business
Category Influentials: Definitions Any respondent who meets the
criteria for Business Influentials; AND Mentions any of 9 product
categories as one they very actively seek the best ideas or latest
information about. Financial services Telecoms / IT hardware /
software Recruitment solutions Business solutions Corporate/social
responsibility Business travel Marketing Advertising Other
professional service providers WMG readers are more likely than
non-readers to seek information & ideas about all of these
categories
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- GfK Roper ConsultingThe InfluentialsJuly 9th, 2008 27 Financial
services: Readers 22% vs. Non-readers 7% Telecoms/IT
hardware/software: Readers 23% vs. Non-readers 9% 214% Business
solutions: Readers 20% vs. Non-readers 7% 156% 186% Advertising:
Readers 13% vs. Non-readers 5% 175% World Media Group has more
Business Category Influentials among its readers Corporate Social
Responsibility: Readers 13% vs. Non-readers 5% 160% Percentage
uplift Readers versus non-readers
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- GfK Roper ConsultingThe InfluentialsJuly 9th, 2008 Digital
Influentials 3.3
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- GfK Roper ConsultingThe InfluentialsJuly 9th, 2008 More likely
to be either a social or business influential too. Twice as likely
as average to use online social networks 29 About Digital
Influentials Make recommendations to others on a wide range of
social topics, including electronics and technology Also more
likely to recommend on many business categories, not just telecoms
and IT!
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- GfK Roper ConsultingThe InfluentialsJuly 9th, 2008 30 Digital
Influentials are defined as those who have carried out six or more
of the eleven following online activities in the past 30 days Find
out information about products Make purchases Download music or
video Instant messaging Share documents, photos or videos online
Maintain a blog Contact someone via a social networking site Add a
review or comment to a website Forward news and website information
to others Listen to a podcast Digital Influentials: Definition
Comment on someone elses blog WMG readers are more likely than non-
readers to do all of these activities
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- GfK Roper ConsultingThe InfluentialsJuly 9th, 2008 31 Listen to
a podcast: Readers 23% vs. Non-readers 12% 92% Forward news and
online content to others: Readers 52% vs. Non-readers 34% 53%
Maintain a blog: Readers 12% vs. Non-readers 8% 50% Add a review or
comment to a website: Readers 17% vs. Non-readers 12% 42%
Percentage uplift Readers versus non-readers Digital Influentials:
WMG readers are more active in their online lives
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- GfK Roper ConsultingThe InfluentialsJuly 9th, 2008 32 % meeting
the criteria needed to be a digital influential World Media Group
has more Digital Influentials among its readers
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- GfK Roper ConsultingThe InfluentialsJuly 9th, 2008 Summary
4
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- GfK Roper ConsultingThe InfluentialsJuly 9th, 2008 34
Influentials & World Media Group: Summary Word of mouth is one
of the key trends of our time, both among consumers and business
people Certain consumers and business people are most active in
spreading word of mouth messages we call them Influentials Relative
to a comparable sample of non-readers, the readership of World
Media Group titles contains more Social influentials and Category
influentials Business influentials and Business category
influentials Digital influentials Furthermore, those who consume
WMG titles through print AND web are even more likely to be
Influentials
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- GfK Roper ConsultingThe InfluentialsJuly 9th, 2008 Nick
Chiarelli GfK Roper Consulting nick.chiarelli@gfk.com Tel: 0207 890
9553 Fax: 0207 890 9819 Belinda Barker World Media Group
belinda@world-media-group.com Tel: 0208 778 0976 Mob: 0776 226 9261
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