Research Shows Brands How To Target Early Adopters
Advertisers wishing to target the early adopters of fashion and mobile phones should promote their products during programmes such as Hollyoaks and Pop Idol, according to the latest research into influential consumers.
Channel 4, Taylor Nelson Sofres and the Bristol Business School have carried out an extensive study into the media habits of consumers who are the first to try new products, in an attempt to help advertisers and media agencies improve they way they target this group.
The research separated the most influential consumers into two distinct categories: ‘opinion shapers’, who regularly manipulate the purchasing behaviour of others; and ‘connectors’, who have a wider network of social contacts that allows them to move an idea from one group to another.
Both groups of consumers were shown a prompt list of 33 television programmes selected from terrestrial and digital channels. Early adopters of financial services were found to favour cricket on Channel 4, ITV’s late Evening News and football on Sky, whilst Faking It came out top for the early adopters of new cars.
Interestingly, the study also found that it is not always high ratings winners that attract a large proportion on early adopters. It suggests that the most influential consumers often gravitate towards niche programmes that have yet to reach mainstream society.
Commenting on the findings, Lucy Bristowe research manager at Channel 4, said: “In addition it is important to target others who are likely to influence and encourage consumption. As media continues to fragment and groups of individuals become less well defined, word of mouth has become a powerful marketing tool. Identifying consumers who shape opinion and act as agents of change, and studying their media habits, offers advertisers and broadcasters a way of harnessing this power.”
She added: “This research gives us some key insights into different groups of consumers who can determine the extent to which a new product is adopted. Knowledge of the media choices of these groups helps us to target them more effectively.”
The research will form the basis of a paper to be presented at the Media Research Group Conference in Madrid in November. Other speakers appearing at the conference include Antony Young, chief executive of ZenithOptimedia, and Kevin Dundas, chief executive of Saatchi & Saatchi London (see MRG Unveils High-Profile Speakers For Madrid Conference).Channel 4: 020 7396 4444 www.channel4.co.uk
Recent Television Stories from NewsLine Sky Targets Digital Refuseniks With Cross-Media Campaign Digital Television Round-Up – August 2004 Older Viewers Embrace Multi-Channel Television
Subscribers can access ten years of media news and analysis in the Archive