• by Sarah Mahoney  @mahoney_sarah, June 15, 2011

It's not surprising that people who are crazy for something -- whether it's kayaking, 1966 Mustangs or beekeeping -- can be fanatical about their interests. But a new study finds that these "pollinators" don't just spread their money and opinions more freely, they've also got a different attitude about ads and social media.

A new report from Martini Media, which specializes in niche media, polled Internet users and found that 20% of online users fall into this pollinator category, 45% into a category described as influentials, and 35% into the general online population. Lots of people -- about 57% -- visit niche sites. What varies is the level of engagement, with 83% of pollinators getting most of their information there, versus 61% of influentials. And they share the information more than any other group.

Pollinators spend about $3,450 per year on their passions -- versus $2,500 for influentials and $500 for the general population -- and see brand advocacy as part of their role: 81% agree that "a good brand is worth talking about."

"About three-fourths also felt that 'a good ad is worth talking about,' while only one-fourth of the general online population did," Adam Chandler, CRO of Martini Media, tells Marketing Daily.

"They were also three times as likely to feel ads were relevant to them," Michele Madansky, a research consultant who designed the survey, tells us. "I think it's that they are in a much relaxed state of mind when they are on these sites," she says. "They're not thinking about work, but about what they're passionate about."

The survey, which recruited more affluent people so that half of the group earned $100,000 or more, also found that pollinators are much more involved in sharing their views than the other two groups. About 77% say they have posted a comment on their favorite niche sites, 71% have shared an article via email, and 67% posted on Facebook. And 71% have made a purchase.

For marketers, it may mean that "while automation trends continue to be important," Chandler says, "research like this brings to light how important the right content and specific audience continues to be."

Added Value, a WPP company, conducted the research.