Disrupting Brand Preference Study

Disrupting Brand Preference Study

16 de julho de 2019
Última atualização: 16 de julho de 2019
Helio Gama Neto

IAB – 12/07/2019

New IAB research reveals Disruptor Brands impact on consumers brand choices. The consumer motivation and brand journey—from discovery through purchase—as well as the attitudes about brand loyalty have been forever changed. This study also sizes and clarifies the audience (e.g., Disruptor consumers now comprise 48 percent of all U.S consumers ages 13+), is younger, has a higher household income and are choosing brands that help them self-express. One in every three Disruptor consumers has been identified by IAB as a “Super Influencer”, defined in this study as those who deliberately take the time to re-post brand-centric content and/or leverage their chosen brands by creating UGC to amplify their status as Influencer.

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Helio Gama Neto