Study: Influencers Are Helping The Majority Of Aussies Define Themselves

Study: Influencers Are Helping The Majority Of Aussies Define Themselves
SHARE
THIS



Entertaining and trusted, influencers – in all their diversity – are helping Australians define themselves, according to new research commissioned by socially-led creative agency We Are Social.

Examining why influencers have become so popular, the Under the Influence report canvassed the opinions of 1,024 Australians who followed influencers.

The report, which was compiled with qualitative research conducted by Forward Scout and quantitative research through Pure Profile, found that:

  • 85 per cent of Australians surveyed described influencer content as entertaining.
  • 77 per cent of respondents cited entertainment as the main reason they enjoy influencer content.
  • 71 per cent of respondents liked seeing behind the scenes of an influencer’s life.
  • 59 per cent of consumers don’t mind seeing products in an influencer’s feed.
  • 67 per cent of participants said they do mind if influencers promote things they don’t use or don’t believe in.
  • 63 per cent of those who follow an influencer do so because they’re a trusted source of information.
  • 62 per cent of those surveyed agreed with the statement ‘influencers help me shape my identity’.

At a launch event for the report in Sydney last night, We Are Social managing director Suzie Shaw (pictured above) said the growth of influencers is accelerating.

“We undertook this research to get under the skin of influencers’ appeal to consumers, so we can advise our clients how to leverage them most effectively,” she said.

“With the rise of Influencers, we’ve seen an explosion in the number of people deriving a living from creative pursuits and the volume of inspirational content on offer to consumers.

“And with 49 per cent of Australians born overseas or having one or both parents born abroad, consumers are drawn to the more diverse line-up among influencers than they see in mainstream media.

“From Mychonny to Superwog and Li-Chi Pan to Natalie Tran, they’re more representative of Australian consumers and their interests.”

Please login with linkedin to comment

influencers Under the Influence We Are Social

Latest News

Young business girls dressed in business attire and race goggles in push carts down a rural road in Utah. These business children love racing and competing and working hard for the success of their business. The one business girl gives a raised hand in victory at the finish line.  They both smile for the camera.
  • Media

5,000 Votes Later, These Are Your Top Five 30 Under 30 People’s Choice Awards Nominees

It’s been little over a day since we opened entries for the 30 Under 30 People’s Choice Awards. But a line-up of the industry’s favourite under-30s is already emerging after 5,000 votes landed on B&T’s desks. Here’s who leads the way, in the top five for the 30 Under 30 People’s Choice Awards (so far). […]

by B&T Magazine

B&T Magazine
Verizon Promotes Simon Wheeler to Senior Director Of Content
  • Media

Verizon Promotes Simon Wheeler to Senior Director Of Content

Verizon Media has promoted Simon Wheeler to senior director of content, following significant growth of Verizon Media’s Australian media brands. Under his new regional remit, Wheeler will lead editorial strategy in English-language regions, including Australia, India and South-East Asia. Editorial teams in India and across South East Asia will now report into Wheeler under the […]

electriclimefilms Vows To ‘Shape An Inclusive Culture In Film And Media’
  • Marketing

electriclimefilms Vows To ‘Shape An Inclusive Culture In Film And Media’

Since its inception in 2010 of bringing expressions of art to commercial films, electriclimefilms has been seeking and taking firm steps towards moulding an inclusive culture within the workplace and film industry. In a male-dominated industry, the film house prides themselves on a growing female presence across Dubai, Singapore and Sydney; seventy per cent of […]

The Royals Unveils ‘Perfect Match’ Campaign For Home Loan Lender Athena
  • Advertising

The Royals Unveils ‘Perfect Match’ Campaign For Home Loan Lender Athena

A potential home loan customer gets to decide whether they’d enjoy being tied up… in decades of debt, or would prefer something short and sweet, in the latest TV campaign for Athena Home Loans created by The Royals. Shot in the format of TV matchmaking shows, TAKE ME HOME LOAN consists of three TV spots […]

Westpac Launches New Campaign To Highlight Life’s Eventful Moments, Via DDB
  • Advertising

Westpac Launches New Campaign To Highlight Life’s Eventful Moments, Via DDB

Westpac has launched its new brand campaign, created by DDB Sydney, highlighting life’s eventful moments where all the surprise, excitement, vulnerability, and challenges can lie; in moments both big and small. Westpac Group Head of Brand, Advertising and Media, Jenny Melhuish said, “our new work builds on our ‘help’ series, which focused on those really […]

The MINT Partners Expand Client Line-Up For 2021
  • Marketing

The MINT Partners Expand Client Line-Up For 2021

The MINT Partners, one of Australia’s leading integrated brand communications agencies have added a number of new clients to their roster for 2021. Using the exceptional disruption of 2020 as an opportunity to evolve the business, MINT has enjoyed recent success with an expanded portfolio across categories including food & beverage, fashion, design, and property. […]