October 3, 2018
Eighty-two percent of buyers regularly sought advice from friends and family members, including those they know only online, according to a study of American consumers conducted by Ambassador and Nielsen agencies.
This tendency was accurate for 92% of 18–34-year-olds (Millennials). Sixty-seven percent said that they were more likely to make a purchase decision after friends post or email about some product or service.
A combination of this information with data …about ad-blockers’ popularity (615 million devices use ad-block; about 11% of the global Internet population is blocking ads according to Pagefair) allows to make a conclusion about the rather low interest of users to display ads in comparison with influence marketing.
Moreover, the advice from Ambassador is to concentrate your attention not only on the most popular and most expensive influencers, but also on searching and building your own team of influencers targeted on special groups of consumers according to their preferences and habits. Influencers are the closest future of marketing in growing social networks.