Market & Consumer Research

The 1:9:90 Audience Strategy

How are people interconnected?

The so-called 1:9:90 model posits that if you get a group of 100 people online then one will create content, 10 will interact with it (commenting or offering improvements) and the other 89 will just view it.

A leading mobile technology company wanted to target consumers experiencing bad service with their competitors. With Audiense, the brand was able to apply the 1:9:90 audience strategy, identifying and targeting each of the groups:

The 1% macro-influencers: innovators and opinion leaders, who move the market when they speak, write, tweet or publish just about anything.
The 9% micro-influencers: the enthusiasts who are proficient in using social media. Early adopters who are highly active online and spend most of their time on social networks.
The 90%: the great majority of any market. They lurk and learn and consume content on the daily.