Trusted Advisers are people that “friends or family seek advice from” in regard to a range of products, services and information categories.

Trusted Advisers are big users of social media and are in fact above average users in 20 of the 22 product areas measured by Roy Morgan Research.

The following chart reveals the number of Trusted Advisers, by products, using social media.

For example of these social media users, 1.8 million are Trusted Advisers for planning a holiday and 1.4 million are trusted advisers for mobile phones.


Trusted Advisers using* social media by product


Source: Roy Morgan Research, October 2009 – September 2010, n=3,038 * Visited social media website in the last 4 weeks


Andrew Braun, Director of Mobile, Internet and Technology says:

"Trusted Advisers are ambassadors for Brands.  Given that millions of Trusted Advisers could be working for you via Social Media, Brands should be trying to understand Trusted Advisers more and incorporate them in their social media strategy.”

Click here to purchase Roy Morgan's Trusted Advisers or Social Media Profiles.

These profiles provide a broad understanding of the target audience, in terms of demographics, attitudes, activities and media usage in Australia.

The profile categories available on Trusted Advisers include: Buying a Car, Buying Books, Buying CD/DVDs, Buying Computer/ Console Games, Buying Computers & Equipment, Buying Fashion, Buying Home Entertainment, Buying large Kitchen appliances, Buying Mobile Phones, Buying New Food Products, Buying New Supermarket Products, Buying Skin/ Beauty Products, Buying Small Electrical Goods, Buying Sporting Goods, Decorating Ideas for the Home, Eating out at Restaurants, Information on Finance, Information on Health, Information on Home Renovations, Planning a Holiday, Selecting a New Diet and Signing up to an ISP.

Click here to access an extensive range of profiles on Social Media, Trusted Advisers and Technology.


Social Media Definition

The term Social Media is defined by “Blogs and Online Activities done online in the last 4 weeks” and within this, specifically “Social networking” from the Roy Morgan Single Source database.


For more details contact:

info@roymorganonlinestore.com