The G2 eCultures Europe Report found that seven per cent of the EU internet population plays an active role online by inviting and engaging others in their product and brand experiences. This group of ‘influencers’ are young, urban, and educated, and primarily use the internet to express interests, shop, organise their lives, consume multimedia content, socialize and play games.

Smartphones and office PC’s are predominantly used by influencers to access the internet while computers at home and games consoles are for leisure. They can often feel dependant on mobile devices for browsing and recognise the usefulness of apps.

Influencers are more accepting of mobile marketing in comparison to other groups. They are more likely to respond to text messaging, display ads and apps. However the caveat is that more advanced technologies like geo located ads, Bluetooth and QR codes are still not widely accepted and used.

It was also found that influencers believe that they can find better deals online through shopping and discounts, therefore they are more likely to engage with brands online. The respondents have also stipulated that they trust the companies they engage with online to handle their data responsibly. The implication for brands is that Influencers have higher expectations from brands, but these respondents are more approachable via mobile and through social media, especially via facebook.

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