Report: Online influencers are influenced by traditional media

The average consumer may not be watching the nightly news or reading a local paper - but those influencing them probably are. According to a recent Ipsos Public Affairs Study more than three quarters of digital, or online, influencers are influenced themselves by traditional media.

by Kristina Knight

The study was developed by MS&L.

Researchers found that 84% of online influencers blogging or reporting on beauty, personal health and the environment 'talk' about it online after reading or watching an offline report about the topic. So, it would seem that television, newspapers and magazines are still big influencers when it comes to consumer opinions.

Online influencers are likely to be found researching a topic online after reading about it in an offline newspaper (84%) or hearing a report on the radio or television (84%).

"This research supports the need for influencer marketing campaigns to leverage both traditional and online tools to connect with consumers," said Renee Wilson, deputy MD of MS&L New York and director of the agency's IM MS&L practice.

This study is an even bigger indicator and combining online and offline media are a must for marketers heading into the new year. By profiling a product with television or newspaper, marketers have an opportunity to gain the interest of an influencer; these offline profiles could include an online link for more information, giving influencers a place to find out more online. Having a ready area for research also gives these influencers a place to link in their blogs or commentaries.