Brand loyalty and influence

September 27, 2006 by  

Media Post reported the results of a new study: Some 13-34s Show High Brand Loyalty

A new study of 10,000 respondents confirmed that a portion of the 13-34 age group are opinionated and passionate to the point of influencing friends and family.

15-20% of the respondents fell into a category dubbed “Brand Sirens.”

“Those sirens have a profound network effect on marketing through their ability to influence friends and family via word-of-mouth, viral video and applications such as instant messaging and blogs, among other media.”

Here are a few other key insights confirmed in the research:

  • 2 in 3 “Brand Sirens” care about the brands they use
  • 7 in 10 say they love some brands
  • 43% of the Brand Sirens wish they could find brands they could stick with and more than 40 percent would switch brands if another brand came onto the market that seemed more enticing.
  • 82% indicated that they talk about brands with their friends.
  • 70% of those surveyed send e-mails to friends about products and services
  • 77% post reviews and product feedback online

One of the most surprising findings of the research is that while Brand Sirens are skeptical about corporations and marketing, they can also serve as a marketer’s strongest advocate via blogs, word-of-mouth, social networks, and other largely consumer-generated new media platforms. “There is this juxtaposition between skepticism and advocacy.”

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