(Wireless News Via Thomson Dialog NewsEdge)
Advertising that taps into consumers' passions is likely to deliver
greater online engagement which leads to brand loyalty and advocacy,
according to new research from Yahoo and MediaVest.

The study finds that highly-engaged consumers called "Passionistas" are
much more likely than typical consumers to create and share content
online about their passions and the brands associated with them. By
tapping into the power of Passionistas, marketers have a unique
opportunity to engage these credible, influential advocates to spread
brand messages through digital media.

The study, "Passionistas: The New Empowered Consumers," which tracked
the online behavior of consumers with specific passions including
health, sports, food and entertainment, showed that Passionistas spend
significantly more time engaged in activities related to their passions
than the average consumer. For example:

- For every one minute a typical Internet user spends online with the
same content, Passionistas spend six minutes.

- Passionistas will visit a website related to their passion three
times more than a typical user.

- Passionistas search online for information about their passion 184
percent more than typical users and conduct more than 100 related
searches related to their passion per year.

In addition, Passionistas heavily engage with communities of
like-minded consumers who use email, text messaging, and instant
messaging significantly more than typical users, and are more likely to
create and share user-generated content online such as photos, blog
posts or videos about their passions. Because of their intense
engagement around sharing information about their passions through
digital media, Passionistas are natural brand advocates and 52 percent
more likely than typical users to recommend or influence others about
brands aligning with them.

"Being passionate today means digital content sharing and influencing
others' brand perceptions and purchase behaviors," said Mark
McLaughlin, Vice President of Audience Strategies at Yahoo, "Marketers
who build their campaigns from the start with the goal of tapping into
passions are inviting consumers to get engaged and create an authentic
dialogue."

"Brands that stimulate conversation among passionate consumers will be
rewarded through the credibility that comes from trusted word of
mouth," said Jim Kite, President of Connections Research and Analytics
at MediaVest. "Accessing Passionistas online also offers the ability to
track this valuable group's media consumption habits, enabling brands
to optimally -- and accountably -- leverage their advocacy power."

The study also found that timing is a critical ingredient in making the
most effective connection with these hyper-enthusiastic consumers.
Passionistas become unusually active and engaged when their interest is
sparked by noteworthy events, such as Britney Spears' appearance at the
MTV Video Music Awards, the beginning of the NFL season, the premier of
a new TV show, or the opening of a new restaurant.

These "sparks" catalyze online activity such as blogging, photo sharing
or instant messaging, which comes naturally to Passionistas. For
example, rapper Eve's new video might spur one Passionista to share her
excitement with friends via email or texts, search online for Eve's
other recent releases, shop for similar looks, blog about the lyrics,
and then share photos of herself wearing a similar dress. These spark
events trigger consumer behavior way out into the long tail of media
that can benefit the brand associated with this initial spark.

Additional findings from the study support the conclusion that
Passionistas are more open than others to advocating brands that appear
to share their passions:

- 53 percent said they would try a brand they had not previously
considered if it were associated with their passion, versus 41 percent
of typical users; - 49 percent said their opinion of the brand would be
more favorable if associated with their passion, versus 34 percent of
typical users; - 46 percent said a brand has greater credibility if
associated with their passion, versus 34 percent of typical users; - 43
percent said their opinion of a brand is more positive if they sponsor
an event related to their passion, versus 30 percent of typical users.

According to the research, Passionistas seek relevant and timely
information, including ads that look and feel like content, email
subscriptions and RSS feeds, and customized suggestions from vendors
like Amazon or Netflix. They hold their brands to a high standard --
and expect intelligent advertising, new approaches and authenticity.
These consumers are more likely than average to remix content as a way
to play with a brand, using online tools that make it increasingly easy
for them to create movies, songs or slideshows to share with their
friends.

A three-phase research methodology approach was used for the study. The
goal was to establish a framework around how consumers use, share and
leverage media around their passions.

The qualitative portion of the research was conducted by Conifer from
June to July of 2007 using an ethnographic approach (documentary-style
interviewing). Interviews were conducted with 21 respondents in Los
Angeles, Chicago and New York, and examined their media behavior
related to passions for a three week period. The quantitative portion
of the study was conducted by comScore via an online survey of 2,013
respondents who were surveyed for their attitudes and behaviors about
passions within four categories: Heath & Fitness, Sports, Movies &
Entertainment, and Cooking & Food. Lastly, using comScore's online
panel of 1+ million members, click stream behavior was observed
anonymously from June to August 2007 to determine online behavior
related to consumer passions.

((Comments on this story may be sent to newsdesk@closeupmedia.com))

((Distributed on behalf of 10Meters via M2 Communications Ltd -
http://www.m2.com))
((10Meters - http://www.10meters.com))

Copyright 2007 Wireless News

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