Where are all of us "digital influencers" getting our information from? So called "traditional media," of course.

According to an MS&L study released this week and analyzed by Advertising Age's Michael Bush, "84% of digital influencers go online to find out more about something only after first reading about it in magazines and newspapers or hearing about it on TV or the radio."

"Everybody wants to talk about how it's all about digital and we certainly believe that it is the future," Renee Wilson, deputy MD of MS&L New York and director of the agency's IM MS&L practice told Bush. "But traditional media still has the capability to spark word-of-mouth. "[These] campaigns [have] to leverage both traditional and online tools to connect with consumers."

For complete study results, click here.