The Interconnected: Consumer Social Networking Trends and Behaviors

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  • Sponsored by The Relevancy Group

    Written by David Daniels with Nicholas Einstein Social networks, consumer behaviors and attitudes, Trends, social marketing, Consumer Social Behaviors and Attitudes, Social Consumer Brand Engagement, Social Sharing, Social Followers, Customer Acquisition and Retargeting

    About: Published January 2018. Consumer social network adoption is high with 82 percent of consumers engaging with Facebook, 53 percent on YouTube and a quarter or more utilizing other networks including Twitter, Pinterest, Instagram and Snapchat.  

    Key Questions:
    How are consumers engaging with social networks and which do they spend more time on than others?
    What influences consumers to follow brands on social networks?
    How many consumers share brand content within the walled gardens of Facebook and other closed social networks?
    What should brands focus on to build a meaningful online social presence?

    Key Findings:
    Social network adoption among consumers is high. The number of consumers following brands on these networks has grown year over year. The Relevancy Group Consumer Survey finds that in 2016 on average individuals followed 27 brands, which increased to 54 in 2017. Like all online brand-related endeavors, consumers seek special deals and just one quarter follow the brand socially because of love and affinity. Marketers need to readjust their expectations for the number of consumers that act as brand advocates. Those consumers that actively share can be influenced by the experience. Hence, these networks provide a reasonable customer acquisition and reactivation tool.

    The Research: 6 pages, 4 Charts, 1,986 words. Part of our Research Subscriber Series.

    Item: TRGSS0118 | Madtech Social Marketing Research

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