Disrupting Brand Preference Study

Disrupting Brand Preference Study 2

The Impact of Direct Brands Across the Path to Purchase
New IAB research reveals Disruptor Brands impact on consumers brand choices. The consumer motivation and brand journey—from discovery through purchase—as well as the attitudes about brand loyalty have been forever changed. This study also sizes and clarifies the audience (e.g., Disruptor consumers now comprise 48 percent of all U.S consumers ages 13+), is younger, has a higher household income and are choosing brands that help them self-express. One in every three Disruptor consumers has been identified by IAB as a “Super Influencer”, defined in this study as those who deliberately take the time to re-post brand-centric content and/or leverage their chosen brands by creating UGC to amplify . . .


You must be an IAB Member to continue reading.

To receive IAB member benefits, you must be employed by one of our member companies and have a verified business email address associated with your account.



If you have an IAB Portal account, please create a new account on iab.com and we will link to your records. If you're logged in and believe you are seeing this message in error, log out and try with another account or contact us about your company's membership status.

Contact [email protected] with press inquiries.