Data Point: Young Brand Advocates Want Entertainment

Around 16 percent onliners cite the prospect of getting access to exclusive content or services like music and videos as an important reason to endorse a brand. In line with their enthusiasm for entertainment more broadly, 16-24s hit a high of 19 percent, with these figures then dropping among older age groups.

With its younger online population, the appeal of exclusive content is greatest in a region like the Middle East & Africa. North America and Europe may lag behind here, but among younger age groups in these regions, entertainment content is indeed an important advocacy driver.

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