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Today we draw on more data from our new GWI Entertainment report (download a free summary here) to look at the impact of exclusive entertainment content as a driver of brand advocacy.

Globally, 16% of internet users say they would promote a brand in exchange for content. Significantly, though, it’s the 16-24 group which posts the highest figure. In fact, young internet users over-index more strongly for content than for any other factor – including rewards, great service or quality products.

Elsewhere, there’s little difference by gender but, by income, it’s members of the top quartile who place the strongest premium on exclusive content.

5th-Feb-2015-16-24s-place-the-biggest-premium-on-exclusive-content

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