Influencer affines are strikingly creative
Teens who are inspired by influencers when making purchases tend to be more sociable, athletic, and creative than their peers. They use online and social media platforms more often than average, but can also be reached through traditional media. These are the findings of the latest edition of the MA Strategy media study.
6.2 percent of the Swiss population say they are inspired by well-known personalities on social networks when buying products. The majority of them are young. Around 21 percent of 14- to 24-year-olds, for example, take their cues from said sources. These young people are typically very sociable and active. Compared to the rest of their age group, they meet up with friends more often than average, go out significantly more often, eat out more regularly and do sports more often.
In addition, young people with an affinity for influencers are conspicuously creative. They take photos and make films more often than other young people of the same age, are more active in creating images and play a musical instrument more often. They also have an extraordinary awareness of fashion. This enables them to act as opinion leaders themselves and in turn motivate other young people to buy products. Compared to their peers, they advise other people on the subject of fashion and cosmetics more often than average.
Affinity for influencers and regional private stations
Young people who draw inspiration for purchasing decisions from well-known personalities on social networks use these platforms more often than average - also compared to their peers. They generally surf the Internet a lot, typically like listening to podcasts and watching TV online, but also consume traditional media. Within their age group, they are characterized by more frequent use of private and regional radio and TV stations. They read newspapers and magazines.
As an instrument for strategic planning, the MA Strategy intermedia study aims to enable a targeted analysis and implementation of the optimal media mix of press, cinema, radio, television, address directories, out-of-home, direct mail, web offerings and means of transport. The cross-media study shows with which media strategy a target group can be reached most efficiently. The target groups can be defined both socio-demographically and according to consumption characteristics.
Due to adjustments in Wemf's MACH research system, a larger base of interviews and thus more cases will be available from the 2020 publication onwards, which will have a positive impact on the analysis options. In addition, the planning process for the media agencies will be simplified.
This year's edition of the MA Strategy was published on Thursday. The data were collected in their entirety before the Corona pandemic and the extraordinary situation, respectively, and are therefore not affected by any possible influences.
