Consumers Prefer Infrequent SocNet Communication

June 10, 2011

roi-research-frequency-of-contact-to-social-network-jun11.gifThe highest percentages of online consumers say products, services and companies should communicate via social networks once a month or less and once a week or less, according to an April 2011 study from ROI Research and Performics. Data from “S-Net: A Study in Social Media Usage and Behavior” indicates 28% of online consumers say social network communication should be conducted once a month or less, while 26% say once a week or less.

Only 3% say more than once a day and 7% say daily. In one piece of good news for brands who communicate via social network, only 4% of online consumers say they should never use this form of communication.

8 in 10 Online Consumers Discuss Educational Institutions, Sports Products via SocNet

roi-research-product-discussion-via-social-networks-jun11.gifWhen asked whether they discuss a variety of vertical products on social networks, about eight in 10 (79%) online consumers indicated they discuss educational institutions and sports-related products. Other verticals generating social network discussions with a high rate of consumers include entertainment (74%), automotive (67%) and electronics (63%).

Almost Half of Online Consumers Likely to Post Product Content

performics-posting-june-2011.JPGA combined 49% of online consumers are extremely (5%), very (10%) or somewhat (34%) likely to post interesting or relevant content about a product/service, company or brand such as sale announcements, coupons, new product announcements, interesting videos, etc. on social networking sites.

Interestingly, a combined 60% of online consumers are extremely (5%), very (13%) or somewhat (42%) likely to take action when a friend posts this type of social network content.

SocNets Not Big Source of Purchase Advice

performics-advice-june-2011.JPGStudy results indicate social networks are not a major source of advice for consumers on what to purchase. Less than half of online consumers obtain purchase advice on products in any vertical covered by the survey, with appliances the most popular at 46%. The only other vertical which more than four in 10 online consumers said they go to social networks to receive purchase advice for was electronics (42%).

ExactTarget: Overposting Drives Away Facebook Fans

The most-frequently cited reason Facebook users give for “unliking” a brand is that it posts too frequently, according to a Februrary 2011 report from Exact Target and CoTweet. Data from “The Social Break-up” indicates 44% of Facebook users list this as a top reason for unliking a brand they once liked on Facebook.

About the Data: In April 2011, ROI Research and Performics conducted an online survey of 2,997 consumers age 13 and older who access at least one social network regularly.

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