In Harris Interactive survey-speak, "Influentials" are American adults who describe themselves as either 'very' or 'extremely' knowledgeable about cars. Harris estimates that around 19 percent of American adults fall into this category. These Influentials– or automotive alphas as we like to call them– are far more likely to use the internet for auto info than "Non-Influentials" (63 percent vs. 36 percent). Harris Interactive's Director of Automotive & Transportation Research says the research shows that "Non-influentials seek out Influentials for vehicle advice." But, Stephen Lovett maintains, "they are more likely than Influentials to rely on their shopping experience to make their final vehicle choice." It's nice to see TTAC Best and Brightest get the statistical recognition they deserve, and sad to see so many people fall into the clutches of nefarious car salespeople. Now can someone send a memo to our ad reps?
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