This site uses cookies to provide a streamlined experience. To learn more see our current privacy policy.
We See Things
Differently

Welcome to The Stream: Allison+Partners’ content hub that features the latest news and trends making the biggest waves in media and marketing.

AGENCY NEWS // NOVEMBER 16, 2017 //     

The Power of Engaged Enthusiasts: Allison+Partners' Study Uncovers New Insight on Consumer Influence in Asia Pacific

There is a powerful category of Asian consumers who have disproportionate influence in their ability to spread brand awareness and drive purchase decisions, according to Allison+Partners’ latest Influence Impact Report. These “Engaged Enthusiasts” are more likely to follow and trust social media influencers and key opinion leaders (KOLs), more receptive to marketing content across channels, and more likely to give recommendations to others. This makes them a critical target for brands seeking word-of-mouth buzz and preference.

Making up 23 percent of total internet users in the region, Engaged Enthusiasts are defined by their openness to influence at large, and potential to influence the opinions of their immediate peers.

  • Seventy-nine percent say they are extremely or moderately likely to make recommendations to others, compared with 34 percent of other social media users
  • Forty-one percent are likely to post their recommendations on social media, compared with 21 percent of other social media users
  • Seventy-three percent trust recommendations or endorsements from influencers or KOLs a great deal or a lot, compared with 25 percent of other internet users

The Asia Influence Impact Report draws on original consumer research conducted in October and November 2017 among consumers in China, Japan and Singapore. It features data on general preferences and detailed information on consumer preferences about products and services in four key categories: consumer electronics and mobile devices; food and beverage; travel and leisure; and financial services.

“Influence comes from many interrelated sources and how marketers select and prioritize influencers for their brand is critical,” said Paul Mottram, managing director of Allison+Partners’ All Told group in Asia Pacific. “While reach is important, it’s not everything. Will those influencers be perceived as credible and an authority for your brand or category? Will consumers trust their recommendations?”

Finding the right influencers takes rigor and a proven process for identification and evaluation. To that end, Allison+Partners’ proprietary Influence Impact Score approach helps define the correct blend of influencers for a brand by quantifying and scoring the complex variables that determine potential impact.

“Influencer engagement programs should be both measurable and accountable,” Mottram said. “The Influence Impact Score gives marketing communicators a valuable new tool to help target and justify their programs accordingly.”

Other research findings in the report include an assessment of the brand attributes Asian consumers value the most. The top two factors that emerged overall are a brand’s social responsibility and the extent to which a brand’s visual style aligns with the consumer’s tastes.

“Asian consumers appear to value brands that not only do good, but also brands that look good – or make the consumer look good by being associated with them,” Mottram said.

The report also contains a wealth of insights and actionable advice on:

  • Consumer preferences and social media usage in the region
  • The relationship between the influence through “external” sources and the influence that takes place within consumers’ own networks
  • Additional insights into consumer preferences in China, Japan and Singapore and within four vertical markets
  • Strategies for activating the influence of “Engaged Enthusiasts”
  • A proven formula for selecting and prioritizing influencers and KOLs

About the Influence Impact Report

The Influence Impact Report is an ongoing series that explores the dynamic forces that shape and drive consumers in an active ecosystem of influence. Allison+Partners compiled this report based on an online survey of 3,065 Chinese, Japanese and Singaporean internet users between October and November 2017 using the Qualtrics Insight Platform, which also provided the consumer panel. To download the Influence Impact Reports, visit http://www.allisonpr.com/what/influence-360.html.

The Stream

Articles + Opinions Delivered Directly to your Inbox.

Sign Up today!

I consent to my submitted data being collected and stored.
13THWITNESS // Jul 13, 2018 mood on FULL TILT
GOODTYPE // Jul 13, 2018 JOIN US TONIGHT!! Friday, the 13th, 5:30-7:30pm at the @rizzolibooks bookstore in NYC to celebrate the launch of Goodtype: The Art of Lettering! In conversation with author @brookethesunsurfer, artists @dirtybandits and @efdot to be followed by a book sig
BRAINPICKER // JUL 13, 2018
Frida Kahlo died on this day in 1954 and left us her beautiful wisdom on how love amplifies beauty… t.co/C91clKhrEU
MEDIAITE // JUL 13, 2018
Watch Trump and Theresa May Awkwardly Roll Their Eyes When Asked if He 'Regrets' His Sun Comments (VIDEO)… t.co/hChJLdLssW
ERICTTUNG // JUL 13, 2018
Smart city innovations on the land and sea: 3 case studies via @TechRepublic t.co/r7C1bPRsXa
MENTAL_FLOSS // JUL 13, 2018
12 Secrets of Hotel Maids — t.co/JwA501YwtR t.co/hiRytqU05A
VULTURE // JUL 13, 2018
Ariana Grande has a very strong, very late entry to the 2018 song of the summer race t.co/UiScPMd8fr
BUSINESSINSIDER // JUL 13, 2018
This chart shows Netflix's dramatic growth in Emmy noms since 2012, from 0 to beating HBO as the top network t.co/ZhG8Ktgvjd
LANCEULANOFF // JUL 13, 2018
Amazon's Echo Dot 2 is the cheap, voice-controlled smart home hub all your rooms need t.co/cQ1xHn00e2
SALON // JUL 13, 2018
The tech industry wants to hire more autistic workers, but this hero's journey teeters on exploitation t.co/U0IX0BjIpL
GOODTYPE // Jul 12, 2018 In case you missed it, I’m Ken Barber (@typelettering) of @houseindustries, and I hijacked Goodtype’s feed to share with you a few influential letterers from the past few decades—like George Abrams, who worked on Madison Avenue for over half a century dra
KRISTASCHLUETER // Jul 12, 2018 I photographed the amazing @andrewrannells for @gq thank you to @andrewrannells who was a dream to work with // we were lucky to be able to photograph at the first gay bar in nyc, Julius - very legendary. Thank you to @mattymarty for the opportunity and t
TMAGAZINE // Jul 12, 2018 #RoomOfTheDay: The jewelry designer Raphaël Van Gend took on the gut renovation, construction and decoration of a six-story 1920s townhouse in #Brussels to create a quiet retreat with negative space. The living room is an exercise in restraint, with a fe
13THWITNESS // Jul 12, 2018
MRSEAVES101 // Jul 12, 2018 For the last 24hours I’ve been guest curating the @goodtype feed. I shared some of my favourite artists, designers and their work. Head to their page to see some of my inspirations and get ready for the next guest curator (and design guru
ERICTTUNG // JUL 6, 2018
Is Your Phone Answering Habits Hurting Your #Business? 68% of People Say Yes via @ReadWrite t.co/TefGcx0LZD
NICKBILTON // JUL 6, 2018
I sat down with ?@TomArnold? for a crazy-crazy conversation about his hunt for the Trump Tapes, how he tried to fig… t.co/sHcWfogdaq
THEAVCLUB // JUL 6, 2018
James Woods' agent celebrated the 4th by declaring independence from James Woods t.co/tEPsg1cAf0 t.co/7SpGNYVtEu
BRIANSTELTER // JUL 6, 2018
Gretchen Carlson filed her historic suit against Roger Ailes two years ago today (t.co/F2Ty2fJmyU)
MEDIAITE // JUL 6, 2018
Trump Mocks ‘#MeToo Generation’ at Montana Rally t.co/wIUNBwgP8m t.co/sXxJGk8oQt