Social Media Impacting 65 Percent of Online Consumers Buying Opinions

November 11th, 2009 | by BillEgan |

Mobile Internet Not Influencing Consumers Buying Decisions.

Razorfish has just released its latest annual study into consumer behavior online.

The report focuses on understanding how digital is changing the way that consumers interact with brands.

Razorfish surveyed 1,000 U.S. consumers (50.5% female, 49.5% male) in four major age groups to understand how their adoption of Internet technology and services impacted the way that they engaged with brands.

The survey focused on consumers with the following profile::

Broadband access
Spent $150 online in the past six months (travel, Netflix, tickets, Amazon, gifts, etc.)
Visited a “community site” (MySpace, YouTube, Facebook, Yelp, etc.)
Consumed or created some form of digital media, such as photos, videos, music, or news

Key Findings include:

These consumers are highly digitally connected
- 57% of consumers have actively customized their browser homepages
- 84% share links or bookmarks
- 55% subscribe to RSS feeds

A high level of brand interaction and engagement on social media is happening:
- 77% have watched a branded video on YouTube
- 63% have read a corporate blog post
- 73% have posted a product review on Social media site like Amazon, Facebook or Twitter
- 52% have blogged about a product or service
- 44% have taken up exclusive deals offered on Twitter
- 37% have also responded to deals on Facebook or Myspace
- 75% of brand tweets on Twitter are ignored with only 25% being followed.

Most significantly 65% of consumers report that a digital brand experience has changed their opinion (either positively or negatively) about a brand or the products and services a brand offers.

Of the 70% who have participated in a brand sponsored contest, producing content for a branded contest makes almost 97% of responders sometimes or always recommend the brand to others.

Interestingly almost 70% of respondents have NEVER interacted with a banner ad on their smartphone. So it would appear that mobile has not yet arrived as a successful digital branding media.

If you enjoyed reading this:

Get Regular News on Social Media and SEO Tips by Email

Get Regular News on Social Media and SEO Tips by RSS