by Wine Owners
Posted on 2015-06-07
Which wine writers exert the most influence over consumer purchasing decisions of fine wine?
It’s a question we’ve often been asked, and one we wanted to understand in context of what kind of recommendations influence consumers’ fine wine buying decisions.
To find out, we teamed up with Spiral Cellars, and organised a structured research programme through Effective Research. The fine wine purchasing influence ranking is based on 244 questionnaire responses.
We discovered that consumers rely on multiple recommendation sources, and even the least relied-upon source is quite significant in influencing purchases. This also suggests that social media influence is real, and can indirectly contribute towards buying decisions.
There is nonetheless a clear, favorable bias towards online sources, with the subscription sites of leading critics exerting the greatest sway over consumers.
Which critics and bloggers, if any, are you most likely to base a proportion of your buying decisions on?
When it comes to informing a proportion of buying decisions, Robert Parker is the clear winner with more than half of all respondents likely to buy based on his reviews. Neal Martin, his successor for new Bordeaux releases and leading Burgundy critic, is relied upon by 29% of respondents, with Jancis Robinson in a very strong second place position on 49%.
Vinous (Antonio Galloni on 26% and Stephen Tanzer on 17%) showed complementary strength, with Burghound (Allen Meadows) registering 22% and Tim Atkin on 20%.
Whilst consumers have their favourites, their buying decisions will be influenced by a number of critics and writers.
by Wine Owners
Posted on 2015-02-09
We’ve been working with our good friends at Traackr, a unique San-Francisco and London based platform for influencers, to build a ranking of UK wine writers and bloggers based on a measure of their relative influence - weighted favourably towards their social media engagement.
Traackr enabled us to create key influencer scoring for wine writers and bloggers in the UK, by their influence within social media. This is measured through interaction with their content, actions such as comments, link backs and re-tweets; and aims to encompass all personal activity, extending beyond the scope of traditional website-centric measuring tools.
The index highlights wine writers and bloggers who are most active through social media, and who have websites or blogs that are at least partially freely accessible and up to date. It excludes those who run subscription sites behind paywalls, where these do not have content that can be accessed via RSS feeds in front of the paywall.
See the following post for further explanation of methodology and why some top influencers of wine fine buyers aren't in the top 15.
Traackr’s scoring algorithm is takes into account 3 variables:
REACH - The measure of total audience size eg blog visitors, Twitter followers, YouTube subscribers.
RESONANCE – How much activity is created every time something is published. Engagement constitutes a crucial (and therefore heavily weighted) variable that reflects degrees of influence.
A writer or blogger with the biggest reach may therefore still come below another with a smaller following but who has a higher resonance score – because the level of engagement is used as a prime measure of how influential they are within their audience.
RELEVANCE - This is a measure based on a broad range of wine-related keywords, which in the case of this index reflects the fine wine end of the market. Relevance is a factor of how often someone uses the keywords that drove the search; the timing of the keyword usage; the diversity of the keywords used by an influencer; and the placement of keywords.
Influence is dynamic, and scoring will reflect how levels of activity and engagement change. Online and social media are highly fluid ; this index will be updated every 6 months to reflect changes and newcomers.
The index highlights new or niche writing talent as well as confirming the importance of many household names, for the benefit of wine lovers and collectors as well as those who are discovering wine.
We hope you enjoy reading them as much as we do. Please let us know which of your favourite UK-based wine writers we’ve missed so we can include them in the project and see how they fare in six months’ time!
And here's the complete list of all the UK wine influencers:
The online wine community in a nutshell - Source: Traackr.