B&TB&TB&T
  • Advertising
  • Campaigns
  • Marketing
  • Media
  • Technology
  • Regulars
    • Agency Scorecards
    • Best of the Best
    • Campaigns of the Month
    • CMO Power List
    • CMOs to Watch
    • Culture Bites
    • Fast 10
    • New Business Winners
    • Spotlight on Sponsors
  • Jobs
  • Awards
    • 30 Under 30
    • B&T Awards
    • Cairns Crocodiles
    • Women In Media
    • Women Leading Tech
Search
Trending topics:
  • Cairns Crocodiles
  • Nine
  • Seven
  • Federal Election
  • Pinterest
  • AFL
  • AI
  • NRL
  • Anthony Albanese
  • WPP
  • EssenceMediaCom
  • Thinkerbell
  • News Corp
  • Channel 10
  • State of Origin
  • Spotlight on Sponsors
  • Cairns Hatchlings
  • TV Ratings
  • Radio Ratings
  • Sports Marketing

  • About
  • Contact
  • Editorial Guidelines
  • Privacy
  • Terms
  • Advertise
© 2025 B&T. The Misfits Media Company Pty Ltd.
Reading: Social Creatives Are The New Digital Friends And Influencers
Share
B&TB&T
Subscribe
Search
  • Advertising
  • Campaigns
  • Marketing
  • Media
  • Technology
  • Regulars
    • Agency Scorecards
    • Best of the Best
    • Campaigns of the Month
    • CMO Power List
    • CMOs to Watch
    • Culture Bites
    • Fast 10
    • New Business Winners
    • Spotlight on Sponsors
  • Jobs
  • Awards
    • 30 Under 30
    • B&T Awards
    • Cairns Crocodiles
    • Women In Media
    • Women Leading Tech
Follow US
  • About
  • Contact
  • Editorial Guidelines
  • Privacy
  • Terms
  • Advertise
© 2025 B&T. The Misfits Media Company Pty Ltd.
B&T > Media > Social Creatives Are The New Digital Friends And Influencers
Media

Social Creatives Are The New Digital Friends And Influencers

Rochelle Burbury
Published on: 29th October 2014 at 10:33 AM
Rochelle Burbury
Share
4 Min Read
SHARE

The Mind & Mood Report, Ipsos’s social trends hub, has delved into the mindset of members of the emmaconsumer segment ‘Social Creatives’ to discover what drives this hyper-social, hyper-opinionated and hyper-influential cohort.

Social Creatives are the heaviest users of social media in the population with a large network compared to the average user, with 44% liking, commenting or sharing social media content every day; 26% uploading photos and videos on to social media platforms at least once a week and 11% updating their status on Facebook, Twitter or via a blog every day.

“Social Creatives are heavy users of mobile devices and are highly active on social media and the Internet. They are highly opinionated and extroverted. They enjoy sharing their views about anything and everything – amongst both their friends on social media and the wider community on blogs and forums. They see themselves as highly sophisticated members of the digital society and as content creators and aggregators. Their broader sense of self-identity is tightly bound to their online image,” said Laura Demasi, Ipsos Mind and Mood research director.

The most popular activity on the internet for Social Creatives is social media (91%), following by looking at or reading news, current affairs and sport (76%); listening to the radio or music (74%), shopping (65%), buying or selling on sites like eBay, Cudo, etc (51%), contributing to a chat room or online discussion forum (41%) and making travel arrangements (38%).

Clothing is the most popular item to buy online with an average spend of $109 (40%), followed by books (29%), music (26%), shoes (25%), home entertainment and electronics (22%).

“Social Creatives are very influential when it comes to purchasing products online and their knowledge of brands, with 69% encouraging others to buy based on their own experience. They keep up to date with new products and services and are early adopters – but they will also post both negative and positive product reviews using social media,” said Demasi.

Almost one third strongly agree that nearly all television commercials annoy them, 40% will switch radio stations to avoid ads and 47% somewhat agree that ‘you cannot help seeing all those big billboards’.

Ipsos MediaCT managing director Simon Wake said: “emma contains the broadest and deepest single source behavioural and attitudinal data across social media, word of mouth and online shopping that can be viewed across broader media and consumption behaviour.

“To showcase the depth and breadth of new media usage and attitudinal data and to better inform communication strategy and consumer insights, emma has joined forces with Ipsos Mind and Mood to present the report in a series of national roadshows for media agencies, advertisers and publishers throughout November.”

The research findings are the result of qualitative discussion groups with Social Creatives in Sydney and Melbourne recruited from the emma panel and consolidated into a 52 page report.

Join more than 30,000 advertising industry experts
Get all the latest advertising and media news direct to your inbox from B&T.

No related posts.

TAGGED: 2Day FM, The Smith Family, The University of Sydney
Share
Rochelle Burbury
By Rochelle Burbury
Follow:
Rochelle Burbury is an award-winning journalist and editor with over 25 years of experience in media and communications.  She is the former Marketing & Media Editor for B&T as well as the Australian Financial Review, The Australian, and The Sydney Morning Herald, and Consulting Editor for AdNews. In 2023, she won B&T's Best of the Best in PR and in 2024 featured in the B&T Women in Media Power List. Rochelle’s extensive experience makes her a valuable contributor to B&T.

Latest News

Stan Unveils Powerful Campaign To Ignite Passion Ahead Of The 2025 British & Irish Lions Tour
12/06/2025
Creative Company Supaflr Unleashes Directing Wizards Watts On The AUS/NZ Market
12/06/2025
Tubi International Boss David Salmon: ‘We’re Not Asking You To Be Completely Monogamous…But We Have The Largest Premium Content Library In Australia’ 
12/06/2025
TV Ratings (11/6/2025): 1M Tune In For Swimming Trials Finals
12/06/2025
//

B&T is Australia’s leading news publication magazine for the advertising, marketing, media and PR industries.

 

B&T is owned by parent company The Misfits Media Company Pty Ltd.

About B&T

  • About
  • Contact
  • Editorial Guidelines
  • Privacy
  • Terms
  • Advertise

Top Categories

  • Advertising
  • Campaigns
  • Marketing
  • Media
  • Opinion
  • Technology
  • TV Ratings

Sign Up for Our Newsletter



B&TB&T
Follow US
© 2025 B&T. The Misfits Media Company Pty Ltd. All Rights Reserved.
Welcome Back!

Sign in to your account

Register Lost your password?