“When did we start trusting strangers” is a new research from Universal McCann done in September of this year and is part of their Wave global digital research program. The research/survey was done in 29 countries involving 17.000 internet users.
“It explores how the web and in-particular social media have made it incredibly easy to source and share personal opinions. This has created a revolution in where we source information and what we trust that has massive impacts for the role of professional media and marketing communications.“
I strongly recommend that you take a look at the presentation as it holds some pretty valuable and recent information on consumer behavior and commercial influence. You can find the presentation below, there’s one thing I wanted to highlight specifically though. At a certain point the research talks about superinfluencers:
“In a world of mass influence – some people rise above the average. These are the individuals that influence regardless of category. This is why we call them superinfluencers – they go beyond the average.”
Now that is nothing new, but then they look at these superinfluencers motivations to recommend products or services to their peers (indexed against all respondents) and then you get this:
You’ll notice that these motivations are pretty similar to all respondents when you look at good or bad personal experiences or when it involves high quality brands, but that they are a lot more driven than the rest of the population by values such as celebrity endorsement/usage, fashionable brands or in case brands are unknown amongst their social group. Now I found that pretty interesting.
Anyway, as said, interesting research and good presentation so go check it out below: