Consumers are more willing to engage with and buy from brands on social networking sites, according to a new study by Performics and ROI Research.
The study found thirty-four percent of respondents who have used a search engine to find information on a product/brand after seeing an advertisement on a social networking site. In addition, thirty percent have learned about a new product, service or brand from a social networking site.
“Social networks are creating a monumental shift in how people communicate with each other and with brands,” said Michael Kahn, SVP of Marketing at Performics.
“The results of this study can help marketers better understand where and how consumers interact with social media sites and what types of offers and communications engage them and motivate them to act.”
The study also found the opportunity for engaging with consumers on specific social networking sites:
- Forty-six percent of respondents say they would talk about or recommend a product on Facebook
- Forty-four percent of Twitter users have recommended a product
- Thirty-six percent of YouTube users say that they have gone to an online retailer or ecommerce site after learning about a brand on a social networking site
“The numbers are staggering. One in four respondents have four or more active social network accounts and more than one quarter access their Facebook or Twitter accounts at least once a day via their mobile phone,” said Scott Haiges, President of ROI Research.
“We knew that these sites are extremely popular for socializing, but the level of interest for branding and promotional marketing content is surprisingly large.”
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