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'Brand Sirens' Comprise 15-20% of Elusive Demographic
Though they are small in number, opinionated and media-savvy "Brand Sirens" have wide-reaching influence over the rest of their 13- to 34-year-old demographic -- a $600 billion potential influence. According to a CNET Networks and Starcom Media Group study, Sirens have a profound network effect on marketing -- spreading influence via word of mouth, viral video, instant messaging, blogs, etc.
Other Brand Siren findings:
* 82% say they talk about brands with their friends
* 87% enjoy sharing information about brands
* 70% send emails to friends about products/services
* 77% post reviews and product feedback online
* Two in three care about the brands they use
* 43% wish they could find brands to be loyal to
* 40% would switch brands if a more enticing brand entered the market