UUUM Collaborates with Dentsu Co., Ltd. to Conduct “Influencer Acceptability Survey on Consumers”- Influencers Form a New Information Position Based on “Belief”-
UUUM Co., Ltd. (Head office: Minato-ku, Tokyo, President: Kazuki Kamada) jointly with the company Dentsu (Head office: Minato-ku, Tokyo, President: Toshihiro Yamamoto), regarding individuals such as video creators and Instagram influencers,based on the situation where social attention and importance attributed the influencers continue to increase, a questionnaire was sent out in December 2018 to a total of 4,200 men and women aged from 13 to 49, nationwide.
In this “Influencer Acceptability Survey for Consumers”, each influencer is divided into 2,600 general layers, 1,300 SNS influence layers, and 300 influencer influence layers segmented based on the information contact pattern at the time of purchase. We examined the degree of acceptance. This release introduces the main findings extracted from the survey.
【Summary of Survey Results】
The findings from this survey are:
1. In the consumer purchasing process, the importance of “affinity” tying to oneself is increasing
2. Towards influencers, viewers feel “affinity,” meaning the closeness and sympathy of the individual
3. Influencer’s “presence” is supported by the sympathy of the activity and a sense of genuineness
It has become clear that influencers have built their own value as “New Information Sources” for consumers.
1. In the Consumer Purchasing Process, the Importance of“Affinity” in Convincing them that a Product Fits Themselves is Increasing
After the spread of SNS , consumers have started emphasizing the “affinity” to be convinced that products really suit them in the purchasing process, in addition to the comparison of products and services to make the best choice.
We asked the three segments how many follow the decision-making funnel, such as “interested in the product,” “investigated the product,” “compared the product with other products,” and so on until the purchase. However, the average number of responses was 2.39 for the general layer, 2.74 for the SNS affected layer, and 3.14 for the influencer affected layer. The influencer influence layer has a higher number of judgment processes until the consumer decides “let’s buy!” and “decided!” than the general layer, and it can be understood that it is a layer to be carefully examined.
The same thing can be said about the length of judgment time until recognition-purchase. In particular, it can be seen that the general timing of layer> SNS influence layer> influencer influence layer when viewed on the basis of the standard becoming ” less than one day” , shows the process as a whole is becoming very rapid.
In this kind of purchasing process, 33.9% in the general layer, 38.0% in the SNS influence layer, and 398% who mentioned that “the product felt like it fits” as a change in consciousness that becomes the decisive factor when buying a product. 44.0% of consumers are in the influencer influence layer. The influencer influence layer emphasizes the affinity to see if the product fits in the comparison / consent phase, and it turns out that the information dissemination of influencers is helpful there.
From this result, SNS influencer and influencer influence do not necessarily result in “impulse buying” via recommendation of the influencer, and instead are more likely to lead the consumer to carefully compare and consider the criteria of “does it suit me”.
2. Influencers Stand on the Value of “Being Reputable”, but Their Exposure to Mass Media Also Raises Their “Reliability”
In this survey, we conducted surveys on two axes: reliability and credibility. The former is backed by resources such as social credibility and tradition, while the latter implies personal intimacy, good feelings and sympathy. Rather than which is more important, we have the hypothesis that the diversification of information media has led consumers to clearly have different judgment criteria.
As for “reliability”, we use the total score of “widely recognized”, “guaranteed in value”, and “long-lasting” as the survey items. On the other hand, for “belief”, it is the sum of the scores of “good feeling and familiarity”, “life size”, and “believing the product to be good”.
Figure 2 is a graph of each media and information source on the “reliability” and “belief” axes from the perspective of the influencer influence layer.
Even in the influencer influence layer, the index of “reliability” is high with traditional media such as TV and newspaper, and famous portal sites are also high. As a concrete score, television is 77.0% reliable, with 24.7% credibility. The famous portal site A is 69.3% reliable and 17.7% credible. Both are superior in reliability and are located in the second quadrant.
As marked by the red circle in the graph, video creators are 54.7% reliable, 66.1% credible, and Instagram creators are 55.1% reliable and 68.5% reliable. In addition to credibility, these have high credibility scores relative to other media and information sources, indicating a specific position.
It should be emphasized that credibility and reliability are not conflicting indicators. Highly acclaimed influencers can also point out cycles that make themselves more reliable by exposing them to reliable mass media. If you confirm in the concrete survey question, it is felt that a person who is “often seen on other media (TV, Internet, etc.)” is considered as “widely recognized” for the video creator 55.5% in the general layer, 50.2% in the SNS influence layer, and 42.3% in the influencer influence layer. The result is that the general audience shows higher scores. Similarly, for Instagram creators, 40.5% for the general layer, 16.4% for the SNS influence layer, and 26.1% for the influencer influence layer for those who appear in magazines to be considered as“guaranteed value.”
From here, it can be understood that influencers are also established based on relationships with other media, that is, modern consumers feel different values through different media.
3. Influencer’s Credibility is Supported By the Intrinsicity of the Activity and a Sense of Genuineness
What is the security of influencers’ credibility? What we found from the survey results was whether the influencer could complete the individual transmission.Regarding video creators, it was 51.9% of the general layer, 56.8% of the SNS influence layer, and 71.1% of the influencer influence layer that believed that “speaking genuinely” enhances reliability. In addition, 39.1% of the general layer, 36.0% of the SNS influence layer, and 50.0% of the influencer influence layer that think that “purely enjoying” enhances reliability.
Similarly, for Instagram creators, 42.9% of the general layer, 44.6% of the SNS influence layer, and 50.0 of the influencer influence layer answered that “speaking genuinely” increases the credibility.
For video creators and Instagram creators, consumers also check quantitative indicators such as the number of videos / number of subscribed channels / number of followers, but it this survey has also found the importance of the posting attitude.