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.


Written by

Jason is Chief Research Officer at GWI. He's the main man who leads our global team of analysts, delivering world-renowned research. He's an in-demand data junkie who you might see popping up on your telly screens every so often to show you what's actually happening in the lives of consumers.

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