Inside The Walled Garden: Consumer Social Networking Trends
Market research authored by David Daniels (formerly of Forrester Research and Jupiter Research), and other analysts from The Relevancy Group. Sponsored research can be downloaded with registration. Other titles can be purchased for a fee or save and subscribe to our research. Get access. Ask the analyst; Get Access to Answers.
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About: Published in on 1/8/19, we examine consumer social network attitudes and behaviors. We examine how consumers are interacting with social networks, brands, commerce, and social communication methods.
Key Questions:• How are consumers engaging with social networks and which do they spend more time on than others?Key Findings:
• 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?
Social network adoption among consumers is high, but the number of consumers engaging on Facebook is down year-over-year. The number of consumers following brands on these networks has decreased year over year. The Relevancy Group Consumer Survey finds that in 2016 on average individuals followed 27 brands, which increased to 44 in 2017 and declined to 35 in 2018. Like all online brand-related endeavors, consumers seek special deals and nearly one third 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 reasonable customer acquisition and reactivation tool.
The Research: 7 pages, 4 Graphics 2,004 words. Part of our Research Subscriber Series, Subscribe and Save | TRGRAI0119Buy for $399.00Free with registration
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