Approximately 60% of Americans use social media, and an overwhelming majority of these (93%) say companies should have a social media presence, while 85% of social media users believe these companies should not only be present but should interact with consumers through social media, according to research from Cone.
Among social media users, 59% interact with companies on social media websites and one in four interacts more than once per week. Some 56% of social-media users feel both a stronger connection with and better served by companies when they can interact with them in a social media environment.
When social media users were asked about specific types of interactions, they said:
“The news here is that Americans are eager to deepen their brand relationships through social media,” said Mike Hollywood, director of new media for Cone. “It isn’t an intrusion into their lives, but rather a welcome channel for discussion.”
“All of this is great news for marketers,” Hollywood said. “Men and younger consumers are traditionally the most challenging to reach, while the highest-income households are typically very desirable; here they are saying ‘come market to us and interact with us online.’ This is really a license to put more energy and resources into this medium and do it effectively.”
About the study: The 2008 Cone Business in Social Media Study was conducted online, September 11-12, 2008 by Opinion Research Corporation. It surveyed 1,092 adults comprising 525 men and 567 women 18 and older.
**Note: This article has been changed from the original version to reflect reader feedback and a clarification issued by Cone.
Subscribe now to receive more charts and articles like this in your inbox. A fast read in a clean, mobile-friendly design.