Ello ‘Joiners’ Like Marketing
Ello's creators are extremely proud of starting an ad-free social network. That's where CivicScience comes in—the polling platform provider's representatives wanted to figure out who would want to be a part of this invite-only club. By anonymously surveying nearly 40,000 Ello members, wannabes and haters across hundreds of publishers' websites, CivicScience learned only 35 percent of Ello members were "very concerned" about Internet privacy, while that's true of 63 percent of the general public (opens as a PDF).
The Pittsburgh, Penn.-based company created personas for these Ello members who were willing to answer Web polls. " 'Joiners' are much more likely to be under the age of 34—but in particular, under the age of 18," writes Jennifer Sikora about the research announced on Nov. 12. According to CivicScience, that's exactly the group that cares the least about data privacy and corporate data brokering (opens as a PDF).
"The Ello Social Media Network: Identifying the Joiners, Aspirers and Detractors" (opens as a PDF) found "joiners" were generally "pre-college graduates" with lower than average incomes—which they manage well, perhaps due to their "price sensitivity and discriminating shopping practices." They have no children. These members and soon-to-be members tend to be urban "market mavens," who think of themselves as fashion leaders, according to the research.
"The draw for these users is perhaps the bragging rights of gaining early entry to the shiny new Internet thing," opines Sikora in her blog post, "The Shiny, New Club: Ello Joiners Are Least Concerned About Data Privacy, Corporate Practices."
The research finds Ello joiners watch twice as much TV as the regular population, "rank twice as high as the general population" in terms of social media influencing their purchasing decisions, and tend to pay attention to both channels at once. Joiners tell CivicScience they're the group that's the least influenced by television advertising, with Ello "detractors" being more influenced than the general population.