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US Consumers Say Coupons, Contests Drive Social Bonds With Brands

by MarketingCharts staff
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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.