What Makes Up A Brand Advocate? (INFOGRAPHIC)

Allison Howen
by Allison Howen 01 Oct, 2014

Needle is shedding light on what makes up a brand advocate, with new data from the company's first national advocate study revealing that there are 37.5 million adults in the United States who are ideal candidates to become brand advocates.


The study, which was commissioned by Needle and conducted by Y2 Analytics, defines advocacy by examining a person's relationship with products as it relates to five important drivers, including expertise, knowledge, purchasing influence, brand loyalty and active promotion. The data reveals that two-thirds of advocates say that sharing their passion and helping other customers is their primary motivation - even outranking compensation. Moreover, the data shows that the average advocate is younger than 45, employed full-time outside of being an advocate, is college educated and social media savvy.


"We have always believed that advocates are a powerful and effective way to build trusted relationships with consumers - and the fact there are 37.5 million potential advocates in the U.S. really drives home that they are a huge untapped resource for businesses," said Morgan Lynch, founder and CEO of Needle. "These are the people who are already talking about their favorite products and brands on their social networks and in real life, and pride themselves on being a knowledgeable and passionate. This is precisely the group that companies should be leveraging to provide their consumers with authentic, credible advice and great experiences."


Discover more insights into Needle's advocate study by checking out the infographic below: