Passion drives purchase
Passionate audiences spend more on what they love than those with an interest. Future's passionate audiences were seen to purchase up to 30% more than those with an interest.
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Significantly, passionate audiences will also purchase more over their entire lifetime. The average lifetime spend of the Future passionate audience versus a consumer with solely an interest was found to be an additional £58,000 spent in the UK and $180,000 more in the US.
Passions change media consumption
Media is more more than just information and entertainment for consumers with a passion. Media consumption plays a key role in helping passionate audiences stay on top of their game and find inspiration. It also has a greater influence on where and how they invest in their passion.
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Passionate people’s media consumption differs in four distinct ways: