Targeting Word-of-Mouth Influencers - eMarketer - read entire article
From the article:
More than one-half of consumers said they would try a brand they had not considered if it were associated with their passion, versus 41% of typical users. About one-half said their opinion of the brand would be more favorable if associated with their passion, versus 34% of typical users.This is dedicated to my Passionista friend: Chase
More than four in 10 respondents said their opinions of brands that sponsored events related to their passions were more positive, compared with three in 10 typical users.
The number of consumers whose advice is sought, trusted and acted upon by consumers is increasing.
eMarketer predicts there will be 34.4 million of these influential US Internet users in 2011, up from 26.8 million in 2007.