Writing in BizReport, Kristina Knight reports that the vast majority of ‘online influencers’ are themselves influenced by offline or traditional media.

Research by MS&L New York, released as the Ipsos Public Affairs Study, has found that 84 percent of online influencers who blog or report on beauty, personal health and the environment tend to discuss such topics AFTER reading or watching a related offline report.

In particular, the research has found that online influencers are likely to investigate a topic online after reading about it in an offline newspaper (84 percent) or hearing a report on the radio or television (84 percent).

Source: Kristina Knight, “Report: Online influencers are influenced by traditional media,” BizReport, December 22, 2008

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