Influence
ONLINE ADVOCACY REPORT 2007 : INFLUENCE ET SOURCES D'INFORMATION
Un an après la publication du classement Technorati, l'agence d'affaires publiques Edelman revient sur le devant de la scène médiatique grâce à la publication de la dernière mouture de son étude intitulée « Online Advocacy Report », dédiée à l'analyse de la corrélation entre les « bloggeurs influenceurs » et leurs lectures sur différents supports, en France, Allemagne, UK et aux Etats-Unis.
David Brain, CEO Europe d'Edelman, analyse l'étude sur son propre blog « Sixty Second Review » et en tire deux conclusions : les « influenceurs » sont de loin les plus enclins à lire des blogs + ils transforment concrètement ce qu'il lisent en actions et recommandations, ce qui confirme la confiance qui leur est généralement accordée par les acteurs des relations publiques.
- TV remains King
Predominant way people in all four countries access news information on social, economic and political affairs
In both the UK and Germany nine in ten (90%) people watch TV, eight in ten (79%) use it in the US and three quarters (74%) of respondents in France. Not surprisingly, print newspapers/magazines are the second and third most popular way of accessing news information
- PCs are catching up
The country which uses PCs the most to access news information is the US (51%), followed by the UK (48%), Germany (26%) and then France (24%). Across all four countries, PDA's and mobile phones are rarely used as a way if accessing news information
- A generational split on access
Although it is not always a strong trend, generally it can be said that across all four countries, the three most established ways of accessing news information (TV, print and radio) are favoured more by the older generations, but for those using PCs; the younger the respondent, the more likely they are to use it for accessing news information
- Blog access up in all countries
In all four countries the frequency of those who read blogs in an average week has increased from 2006, most notably in France (0.62 to 0.89 times per week) and Germany (0.40 to 0.57). The UK and the US has seen a less dramatic rise, from 0.68 to 0.70 and 0.9 to 1.0 respectively
- The more politically active you are, the more likely you read blogs
Influencers are considerably more frequent bloggers in all countries. In Germany (44%) they were more than twice as likely to read blogs than the total German respondents (18%)
- Franco-American likenesses exist, at least online
The US (31%) and France (31%) have the highest number of respondents reading blogs, followed by the UK (25%) and Germany (18%). In all four countries surveyed, the younger the respondent the more frequently they read blogs. This trend is particularly evident in the UK, with France, compared to 2006, now having a more even spread across the age ranges
- Sex matters, except in the UK
Male respondents in the US, Germany and France claim to be more frequent readers of blogs than women, as in 2006. In the UK however, women marginally claim to be the more frequent bloggers (0.72 and 0.67 respectively)
- Influencers are more driven to action in the real world from blogs
Influencers in all four countries are considerably more likely to have taken action than the total respondents who read blogs. Of those who read blogs, over a third (34%) in the UK claim to have taken action because of something they have read, which is more than in any of the three countries. Influencers in the UK are also well ahead, with over six in ten (64%) claiming action
Sources :
Etude Online Advocacy Report
Blog de David Brain
Predominant way people in all four countries access news information on social, economic and political affairs
In both the UK and Germany nine in ten (90%) people watch TV, eight in ten (79%) use it in the US and three quarters (74%) of respondents in France. Not surprisingly, print newspapers/magazines are the second and third most popular way of accessing news information
- PCs are catching up
The country which uses PCs the most to access news information is the US (51%), followed by the UK (48%), Germany (26%) and then France (24%). Across all four countries, PDA's and mobile phones are rarely used as a way if accessing news information
- A generational split on access
Although it is not always a strong trend, generally it can be said that across all four countries, the three most established ways of accessing news information (TV, print and radio) are favoured more by the older generations, but for those using PCs; the younger the respondent, the more likely they are to use it for accessing news information
- Blog access up in all countries
In all four countries the frequency of those who read blogs in an average week has increased from 2006, most notably in France (0.62 to 0.89 times per week) and Germany (0.40 to 0.57). The UK and the US has seen a less dramatic rise, from 0.68 to 0.70 and 0.9 to 1.0 respectively
- The more politically active you are, the more likely you read blogs
Influencers are considerably more frequent bloggers in all countries. In Germany (44%) they were more than twice as likely to read blogs than the total German respondents (18%)
- Franco-American likenesses exist, at least online
The US (31%) and France (31%) have the highest number of respondents reading blogs, followed by the UK (25%) and Germany (18%). In all four countries surveyed, the younger the respondent the more frequently they read blogs. This trend is particularly evident in the UK, with France, compared to 2006, now having a more even spread across the age ranges
- Sex matters, except in the UK
Male respondents in the US, Germany and France claim to be more frequent readers of blogs than women, as in 2006. In the UK however, women marginally claim to be the more frequent bloggers (0.72 and 0.67 respectively)
- Influencers are more driven to action in the real world from blogs
Influencers in all four countries are considerably more likely to have taken action than the total respondents who read blogs. Of those who read blogs, over a third (34%) in the UK claim to have taken action because of something they have read, which is more than in any of the three countries. Influencers in the UK are also well ahead, with over six in ten (64%) claiming action
Sources :
Etude Online Advocacy Report
Blog de David Brain
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"Think of the Internet as a weapon on the table. Either you pick it up or your competitor does – but somebody is going to get killed." -- Michael Dell, Founder & CEO of Dell Computer