Six in ten consumers (60%) say they follow at least one brand a social networking site and 40% say when they interact with brands via social media they do so primarily to find coupons and special promotions, according to a survey from Empathica.
Three in ten surveyed online adults (31.5%) say they follow brands via social media to find additional information about the brand. Fewer consumers do so to communicate with the brand:
- 7.5% interact to leave a compliment.
- 4.0% want to suggest improvements.
- 3.0% interact to leave a complaint.
Meanwhile, women are more likely to hunt for coupons: 46.6% say when they interact with a brand via social media they're most often searching for coupons and promos, compared with 33.4% of men.
Younger consumers are even more interested in deals: 49.5% of those age 25-34 and 45.8% of those age 18-24 say they're most likely in search of coupons and promos when they interact with a brand via social media.
Below, other findings from Empathica's Consumer Insights study, based on a survey of 15,000 online US and Canadian adults.
More than seven in ten surveyed online adults (72.3%) say they use at least one social network. Gender and age play a role in brand following behavior: 64% of online women "follow" or "like" at least one brand, compared with 56% of online men.
Though most consumers follow one to three brands (32.2%), those age 18-24 are the most likely to follow 10+ brands (16.3%).
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