In the quest for the all-important "brand ambassador", just how important is exclusive content?
Overall, more than a fifth of internet users say they are likely to advocate a brand in return for this. That's considerably behind something like a financial reward (66%) or even simple love of the brand (33%). Yet if we drill down into the demographics underlying this, it's clear that exclusive content is of strongest appeal for younger internet users - the group so often considered to be the biggest influencers.
There are variations at a national level too: it’s in many of the emerging internet markets where exclusive content resonates most strongly, peaking at close to a third in Mexico.