Passionistas

Yahoo! have teamed up with an ad planning agency to crunch the numbers and come up with more information on how influencers operate on the web. Ok, ok. the “research” was obviously conducted by Y! to sell more ads but there are still some more nuggets about the behavior of influencers (or Passionistas as some bright spark at MediaVest has called them):

The study, “Passionistas: The New Empowered Consumers,” which tracked the online behavior of consumers with specific passions including health, sports, food and entertainment, showed that Passionistas spend significantly more time engaged in activities related to their passions than the average consumer. For example:

- For every one minute a typical Internet user spends online with the same content, Passionistas spend six minutes.

- Passionistas will visit a website related to their passion three times more than a typical user.

- Passionistas search online for information about their passion 184 percent more than typical users and conduct more than 100 related searches related to their passion per year.

In addition, Passionistas heavily engage with communities of like-minded consumers who use email, text messaging, and instant messaging significantly more than typical users, and are more likely to create and share user-generated content online such as photos, blog posts or videos about their passions.

Ok, some of this is n-s-sherlock but it’s always good to have some back up data for your next PPT to a client. Here’s some more here:

Because of their intense engagement around sharing information about their passions through digital media, Passionistas are natural brand advocates and 52 percent more likely than typical users to recommend or influence others about brands aligning with them.

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