A new breed of consumers has arrived. Welcome the Passionistas. They are tech savvy, they create and share online contents through Web 2.0, and they are passionate for the brands they love. If their power is harnessed, according to a Yahoo and Mediavest Study, they can easily spread the brands they prefer through their online contacts.

According to the study, these passionistas spend more time on their passions than average consumers by as much as 6 times and they actively search the Internet for information related to the object of their passion, whether that be sports, food, gadgets, or clothing.

Their passion is contagious! Because of the way that their interest borders on obsession, they can easily spread information about the brand they prefer. Usually, their flurry of activities can be sparked by an important or controversial event.

These passionistas would try a brand related to their passion even if they have not tried the brand before. They take risks in doing this because of their passion and enthusiasm.

Timely and relevant information are what passionistas are seeking for, usually from RSS feeds, from emails, and from all sorts of websites there is. But they would prefer the recommendation of somebody with a strong reputation.

When marketers tap the passions of Passionistas, their product might just explode.

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