Consumers who are brand advocates, meaning they habitually share information about products they use, are far more likely to share product data online than non-advocates, according to research from marketing network BzzAgent. This includes using social media, email, e-commerce websites, and online feedback mechanisms.
Brand advocates (28%) are four times as likely as non-advocates (7%) to share information about products, brands, sales or stores via online feedback mechanisms than non-advocates. They are also roughly twice as likely to share information via social media (58% compared to 27%) and e-commerce websites (43% compared to 22%). A smaller, but still significant discrepancy exists in the use of email (53% compared to 39%) for sharing product information.
Brand advocates are much more likely than non-advocates to share information on some specific products, including personal care (three times as likely) and children’s and household products (twice as likely for each). In general, brand advocates are 75% more likely to share product information.
A look at key motivations for brand advocates to share information shows that in general, this activity makes them feel good. For example, 54% of brand advocates but only 16% of web users communicate product information frequently to relax, and brand advocates are twice as likely to be driven by the need to contribute to the pool of information.
In addition, brand advocates are 150% more likely to value their perception as a good source of information, and their biggest motivation is to be seen as a good resource by the brand. As a result of their efforts, brand advocates are 70% more likely to be seen as a good source of information by people around them.
Thirty-seven of Twitter followers are more likely to purchase a brand after becoming a follower, compared to 27% of email subscribers and only 17% of Facebook fans, according to September 2010 analysis from ExactTarget. Interestingly, the percentage of email subscribers who are not more likely to purchase a brand, 32%, is the same percentage of Twitter followers who are not more likely. A much higher percentage of email subscribers are neutral in regard to buying a brand, 41% compared to 34%.
In addition to having the smallest percentage of fans more likely to buy a brand, Facebook fans have the highest percentage not more likely to do so, 49%.
About the Data: Data is taken from a research study conducted by Dr. Kathleen R. Ferris-Costa, University of Rhode Island, College of Business Administration.
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