US Consumers Say Coupons, Contests Drive Social Bonds With Brands

by MarketingCharts staff

Interestingly, older groups seemed to respond more to that second point regarding contests or requests for suggestions about products. While half of 18-34-year-olds said those actions on the part of brands help foster bonds with them, that percentage rose to 56% among the 35-49 group and 67% among 50-64-year-olds. That’s notable because earlier research has shown interest in co-creation of products to be high among Millennials. According to the Ipsos results, this may not be an area of interest only for youth. (A word of caution: the Ipsos results are based off small sample sizes.)

Meanwhile, other ways in which Americans feel that brands help them feel connected to them include by:

  • posting fun and interesting topics/items (36%);
  • creating content worth sharing (27%);
  • answering emails or messages sent by the consumer (20%); and by
  • responding to comments or links posted by the consumer (20%).

Diving a little deeper into the responses on a gender basis, it appears that women are far more receptive to discounts (82% vs. 57%), but less so to content that is worth sharing (22% vs. 33%) and responses to messages (16% vs. 25%) or posts (14% vs. 27%).

Looking at the responses of US consumers versus the global 24-country average, the results indicate that Americans are more easily wooed by deals and discounts (70% vs. 52%), but less responsive to shareable content (27% vs. 34%) and replies to messages (20% vs. 30%) or social posts (20% vs. 28%).

About the Data: The Ipsos data is based on a total of 4,840 adults across 24 countries who follow brands online. Respondents were aged 18-64 in the US and Canada, and 16-64 in all other countries. The survey was conducted from December 4-18, 2012.

The countries reporting were: Argentina, Australia, Belgium, Brazil, Canada, China, France, Germany, Great Britain, Hungary, India, Indonesia, Italy, Japan, Mexico, Poland, Russia, Saudi Arabia, South Africa, South Korea, Spain, Sweden, Turkey and the US.