“Brand Connected Consumers” Want Their Social Feedback Recognized
by MarketingCharts staff
8 in 10 consumers digitally engage with brands, while one-quarter are “brand connected consumers” (BCCs) who both post to and about brands online at least once a week, according to survey results from JWT, OgilvyAction, and EXPO. These BCCs use social media sites more frequently than the average consumer, and they expect their online voices to be heard. For example, 80% feel that it’s important that their feedback on a brand’s social network page is acknowledged, while 75% share that opinion about their feedback on review sites, and 70% about their feedback on their personal social network pages.
That’s important, given separate survey results indicating that 70% of consumers will stop buying from a brand if it fails to respond to a negative post about it.
Brand-connected consumers do appear confident that their voices are seen and valued. Roughly 8 in 10 believe that brands see their posts on social network pages and review sites, and a similar proportion believe brands value the information they provide in those locations.
25% of the time that a consumer is less than satisfied with an online exchange with a brand, they will stop buying products or services from the brand.
Conversely, when consumers are satisfied, 4 in 10 claim to purchase significantly more of the brand’s products and services, and 2 in 10 will buy something from the brand for the first time.
About the Data: The data is based on a survey of 300 general population respondents, of whom 84 counted as brand-connected consumers after weeding out duplicate submissions, error-filled submissions, and non-connected consumers.