The new hyper-social influencers: Social Creatives

emma Social Creatives

Hyper-social, hyper-opinionated and hyper-influential: meet the Social Creatives, a segment of the population newly identified by emma (Enhanced Media Metrics Australia) as society’s biggest digital influencers.

Ipsos’ social trends study, the Mind and Mood Report, has explored the mindset of Social Creatives as a consumer segment to unearth their power when it comes to shopping online, sharing on social media, recommending products and embracing the latest smartphone and tablet technology.

“Social Creatives are heavy users of mobile devices and are highly active on social media and the Internet,” Mind and Mood research director Laura Demasi said.

“They are highly opinionated and extroverted. They enjoy sharing their views about anything and everything – amongst both their friends on social media and the wider community on blogs and forums.”

They are in fact the population’s heaviest users of social media. 44 per cent of social creatives like, comment and/or share social media content every day, 26 per cent upload photos and videos to social media at least once a week and 11 per cent Tweet, blog or update their Facebook status every day.

“They see themselves as highly sophisticated members of the digital society and as content creators and aggregators,” Ms Demasi continued. “Their broader sense of self-identity is tightly bound to their online image.”

So it follows that social media is the number one online activity for social creative with 91 per cent engaging in it, followed by reading/watching news, current affairs and sport (76 per cent), listening to music or radio (74 per cent), shopping (65 per cent), buying or selling on sites like eBay and Cudo (51 per cent), contributing to chat rooms or online forums (41 per cent) and making travel arrangements (38 per cent).

Social creatives have a wealth of knowledge of brands and a strong word-of-mouth influence when it comes to shopping online according to Ms Demasi, with 69 per cent encouraging others to buy based on their own experience.

Clothing is the most popular online purchase (40 per cent) with an average spend of $109. Books were next at 29 per cent followed by music (26 per cent), shoes (25 per cent), home entertainment and electronics (22 per cent).

But they are also savvy when it comes to advertising, with almost a third of social creatives strongly agreeing that nearly all TV ads annoy them. 40 per cent will switch radio stations to avoid ads and 47 per cent somewhat agree that “you cannot help seeing all those big billboards”.

emma has partnered with Ipsos Mind and Mood to present the report in a series of national roadshows for media agencies, advertisers and publishers throughout November.

Ipsos MediaCT managing director Simon Wake said it would “showcase the depth and breadth of new media usage and attitudinal data and to better inform communication strategy and consumer insights”.

“emma contains the broadest and deepest single source behavioural and attitudinal data across social media, word of mouth and online shopping that can be viewed across broader media and consumption behaviour,” Mr Wake said.

The research findings are the result of qualitative discussion groups with Social Creatives in Sydney and Melbourne recruited from the emma panel and consolidated into a 52 page report. Running for 37 years, the Ipsos Mind and Mood Report is Australia’s longest running qualitative social trends study.

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