When did westart trustingstrangers?

How the internet turned us a into inuencers

Introduction

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No strangers anymore

Wecome to the new inuenceandscape

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The rise o social media

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Digital riends

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Prolieration o inuencer channels

The impact

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The inuence economy

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The democratisation o inuence

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The new super inuencers

Contents

This unique perspective comes rom data collected inthe third instalment o Universal McCann’s global digitalresearch programme “Wave”. The research was completedamong 17,000 active internet users in 29 countries –making it one o the most wide reaching investigations intothe subject o inuence and word o mouth. Respondentsare provided by the world’s leading online panel companies,i l li li l iall recruit to strict ESOMAR standards.ll id iEvery market is representative by age and sex to the16-54 Active Internet Universe. Quotas and universe sizeswere established rom local data sources such as TGIand Simmons.To qualiy as a member o the Active I ierse theli i Internet Univ

respondent needs to be usin he I

i t Internet everyday or everyther . They are the audi

ay. ince that matter to currentan marketin ii

uture o rin communications and represent theh r ii i l

onsumer tt re driving the ew inuence landscape.

Methodoogy

AustraliaAustriaCanadaChinaCzech RepublicDenmarkFranceGermanyGreeceHong KongHungaryIndiaItalyJapanMexicoNetherlandsRomaniaPakistanPhilippinesPolandRussiaSouth KoreaSpainSwitzerlandTaiwanTurkeyUKUSA