New Global Marketing Study Released at Festival of Media

New York, NY – The New York Times, Thomson Reuters and MediaVest presented a new global research study at the Festival of Media in Valencia, Spain today. The study identified “Global Multipliers” as an important segment of consumers for domestic and global marketers seeking to optimize returns on investment.

Global Multipliers – who represent approximately 20 million adult consumers worldwide in such diverse countries as Argentina, the UK, China, India and the United States – exert significant influence in categories such as travel, luxury, finance, electronics and Green products.

Multipliers influence and spend in amounts that are hugely disproportionate to their population size. For example, Multipliers account for $172 billion in global travel spending, influence 16 percent of the world’s electronics purchases and spend $51 billion in green products in the United States. Since they make nearly two and a half times as many recommendations per week as the average consumer, reaching Multipliers can extend the potential impact of marketing campaigns, which makes them even more valuable during an economic downturn.

The study was based on extensive research of 4,000 individuals consisting of an online survey and one-on-one interviews conducted in 10 major cities around the world.

For a white paper detailing the findings of the research, including in-depth analyses by market and by individual product categories, please contact Alexis Buryk, senior vice president, advertising, The New York Times, at 212-556-4104; or alexb@nytimes.com.