WWW.MEDIAPOST.COM
Inconspicuous, But Influential
by Jack Loechner, Friday, December 26, 2008 8:45 AM
According to a new survey from Mediamark Research & Intelligence, 11.5% of the U.S. adult population are the key influencers of other people when it comes to word-of-mouth communications regarding
personal finance. This segment of approximately 25.4 million adults, dubbed "Big Circle Influentials," are at par with the national average age for adults, and have only 4% higher
household income than the national average of $65,500, but they score well above the national average for key financial and wealth indicators. According to the MRI study, Big Circle
Influentials are:
- 33% more likely to own a home valued at $500,000 or more
- 157% more likely to have made 10 or more investment transactions in the last 12 months
- 109% more likely to own securities with a value of $150,000 or more
- 44% more likely to have sought financial planning and/or money management advice
Anne Marie Kelly, Senior Vice President of Marketing and Strategic Planning at MRI, says "It's vital for financial advertisers to be able to identify Big Circle Influentials because these
thought leaders advise family, friends, neighbors and colleagues, as well as people they don't necessarily know, through viral and social networks... targeting on demographics alone would not
allow marketers to reach this key segment."
Profile of "Big
Circle Influentials" in Personal Finance Demographics BigCircle InfluentialsTotal U.S. Adults
Average Age 45.4 45.4 Average
Household Income $67,900 $65,500
Percent More Likely Than Average U.S. Adult to..... Own a Home Valued at $500,000 or more
33% Have Acquired Securities and Investments
in Last 12 Months 67% Have Made 10+ Investment Transactions in Last 12 Months
157% Have Securities Valued at $150,000 or more 109% Own an IRA 30%
Own a 401K 20% Seek Financial Planning Counsel 44%
Source: MRI 2008 Omnibus Study Kelly concludes
that "Word-of-mouth influencers vary from category to category, but among them one thing remains constant: their ability to impact the attitudes and behaviors of the people within their sphere of
influence." For more information, please visit http://www.mediamark.com/