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Around one-quarter of all online adults are thought to be influential brand advocates, but they spend more time online researching and purchasing than spreading the word according to a new report from JupiterResearch "Brand Advocates; Creating Rewarding Relationships."

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The report defines influential brand advocates by their purchase behavior and high rate of online activity. Over two-thirds of brand advocates research and purchase products online compared to slightly over half of all online users.

"Although a high level of online activity may suggest the influential brand advocates would respond to social marketing tactics, they are actually more traditional in their manner of research," explained Emily Riley, Analyst at JupiterResearch.

"This group is more likely to read a blog for information rather than create their own; advocacy toward a product or service is most likely to be generated by word-of-mouth."

Value and reliability are the most important considerations for brand advocates in making a purchase. The report suggests that social marketers should focus on this group by aiding in their research through microsites or product reviews instead of blogs and user-generated content.

"Marketers will have an easier time of attracting more brand advocates if they target this group with the right tactics," said David Schatsky, President of JupiterResearch. "

"Behavioral and content targeting are likely to attract brand advocates, since more than half of this segment is likely to pay attention to online ads that fit their interests or current activity."