By George Anderson
The 10 percent of people who influence the behavior of the other ninety-percent prefer to get their information on the Web, according to a RoperASW and WashingtonPost/Newsweek Interactive study.
"Influentials," as defined by RoperASW, represent about 20 million people in the U.S. Their average income is $55,000 and 80% have some degree of higher education.
Influentials' use of the Internet is higher than the general population in a number of ways.
- Seventy-seven percent have Internet access
- One-third have a broadband connection
- Fifty-nine percent spend an hour or more each day online.
- Ninety-five percent go online at least once a day
- Fifty-six percent suggest Web marketing as a means to reach them.
Jon Berry, vice president and senior research director, RoperASW told Ad Age, "The Internet has become part of the core media to Influentials. It is a fact of life, and for companies that want to engage with Influentials, they have to consider the Internet. ... It's like breathing air."
Moderator's Comment: How effectively are consumer and retail marketers using the Internet to reach key decision-makers such as RoperASW's Influentials? [George Anderson - Moderator]