Profiling the early adopters who shape market trends

Ipsos has introduced the 2025 Ipsos Global Influentials survey, offering media owners, agencies, and brands an extensive view of cross-media habits, brand preferences, and attitudes among the highest-earning households and company leaders.

The study focuses on individuals who Ipsos describes as early adopters shaping market direction and purchasing behavior.

The continuous programme includes more than 140,000 interviews each year, covers 1,500 products and 800 media brands, and tracks how this audience influences public opinion and buying decisions worldwide.

Profiling the audience shaping market behaviour

The latest IGI wave highlights the disproportionate impact of this audience. Ipsos positions these individuals as market multipliers who set trends, guide choices, and accelerate adoption.

According to the study, 68 percent are early adopters of products and 47 percent prefer to stand out. Eighty percent influence decisions across 20 product and service categories. A global mindset also defines this group, with 58 percent considering themselves global citizens and 47 percent seeing themselves as risk-takers.

Financial optimism remains strong, with nearly eight in ten reporting stable or improved family finances, rising to almost 90 percent among company leaders.

Expanded reach and greater customization options

The 2025 edition broadens its scope with extensive data from Argentina, Brazil, and Mexico, bringing total market coverage to 43. Ipsos also offers enhanced recontact options that allow clients to add tailored questions and analyse responses within the wider IGI dataset.

Additional intelligence tools include barometers focused on fast-growing areas such as finance and AI, giving advertisers and media planners deeper sector-level insight.

Connecting brands with influential consumers

Daniel Wong-Chi-Man, Global Service Line Leader, Audience Measurement, Ipsos: "In today's fragmented media landscape, the IGI survey is the definitive guide to reaching influential audiences. For brands, it connects them with their most valuable customers; for media agencies, it enables precise cross-media planning; and for media owners, it proves audience value and secures premium advertising revenue."

www.ipsos.com

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