The Social Hatch’s new survey reveals that 82% of Aussie social media users connect with brands
Research released today by Latitude Insights and Aegis Media’s The Social Hatch has revealed that nearly all Australian social media users surveyed (82%) have connected with brands on social media with nearly a third of them (29%) being connected to more than 10 brands.
But it’s not all good news for brands. 44% of respondents have dumped a brand on social media, citing reasons such as too much (55%) or boring content (36%), lack of interest and bad brand behavior (19%).
The ‘Always On’ white paper is the result of a partnership between Latitude Insights and the Social Hatch and aims to understand the opportunity for brands to connect, integrate, influence and engage with consumers on social media.
The research found that currently, consumers are connecting with brands on social
media to get offers and discounts (30%), general information (28%), help or assistance (24%), give feedback (33%) or make a complaint (23%). These are mostly consistent with what the consumer wants from their online relationship with a brand; however, according to respondents needs, brands also need to consider the importance of social in communication of new products and trends (33%) and the actual sale of their product or service (20%).
Says Kristen
Boschma, general manager of Aegis Media’s The Social Hatch: “It’s great to have strong evidence of Australian consumers’ willingness to connect with brands on social media but our report proved something that we’ve long suspected: brands need to offer more than just competitions, discounts and push communications to sustain their social media relationships with consumers.
“People are getting seriously annoyed with brands behaving badly on social media and they do not hesitate in dumping them if they are not meeting their communications needs. Our clients, and their customers, will benefit from this research.”
Says Tabitha Lucas, research director at Latitude Insights: “At
a time when media is converging and brands are scrambling to keep up, this research offers some very tangible insights.”
The study, conducted over several months, incorporated multiple data sources, including a series of in depth interviews with Australians who covered the spectrum of social media use – heavy through to light users, across life stages. The research also included a comprehensive online survey with 1,057 Australian social media users and a private online community for qualitative data collection.
Information gathered in the research will be released throughout the year.
4 Comments
Clap. Clap.
So we have yet another social media company doing research that proports to show people interact with brands online. Geez, what are the odds?
As a starting point, I’d note that every data source their citing in this article would seem to be self reported data (ie people telling you what they would and wouldn’t do). And that’s about as reliable as a drunk guy in a pub.
What has been proven time and again is that what people say they do, and what they actually do, is about a million miles apart. Here’s a thought. Start with observational data and you’ll be on much firmer ground, although convincing people you have no vested interest in returning a particular result will be a much harder sell.
Till then, based on what’s written here, it’s hardly worth the paper its written on.
‘Consumers’.
It’s too broad – give me age groups.
“People are getting seriously annoyed with brands behaving badly on social media.”
Really?
I get seriously annoyed when someone breaks into my car, or takes a dump on my front lawn. Or both.
Brands not connecting properly with me on social media, rarely raises a blip on my consciousness.
I have a strong feeling that most people ‘connect’ with brands on social media in the same way they ‘connect’ with a train ticket.
That’s why I love this so much:
http://www.slideshare.net/mweigel/how-to-not-fail-16647530?ref=http://martinweigel.org/