How consumers Interact With Brands Via Email And Social Media
Results of the UK's first eCircle European Social Media and Email Marketing Study of 5.000 European Consumers (including 1.000 from the UK) in partnership with Mediacom Science.
- #1 Respondents: Sharing information. How do consumers interact with brands via email and social media? We investigate who is using different social networks and what motivates them to publish and share information: 1) 73% of
respondents can be reached via social networks; 2) 32% of those active on social networks are "fans, follow or like a brand"; 3) 95% of respondents check their emails at least once a day; 4) 33% of respondents could never share
information on principle; 5) 32% of respondents only post their own content on social media; 6) 18% - Twitter has the highest sharing rate of branded messages and content; 7) 75% of respondents use email to receive social network
notifications; 8) 43% of respondents in the UK have 100+ friends or followers; 9) 56% accept marketing messages via both email newsletters and social media; 10) On average each shared message reaches 77 friends; 11) Consumers
want brands active in social media channels to be "informative", "entertaining' and "interactive".
- #2 The differences: European comparison. Here we look at the differences across Europe - how social media usage differs, how interaction with brands varies and how email usage impacts marketers: 1) European consumers and
email usage: 11-40%. Consumers only using email varied across the 6 marketers from 11% in Spain to 40% in the Netherlands; 69%. Italy has the highest number of multichannel users using email, newsletters and social media; 33%.
Germany, France and the Netherlands were much more email-dominant, with 33% only contactable through email; 18% of UK respondents use only email with the majority preferring to use a combination of other channels; 83%. Email
marketing remains the most popular digital channel with an average of 83% subscribing to newsletters (Spain 70%, the UK 73%); The results show that there is a clear divide between the 6 European countries surveyed with customers
in the UK, Spain and Italy preferring multichannel communications interactions with brands through social media and email (*France, Germany, The Netherlands, Spain and the UK); 2) European consumers and Facebook usage: 88%.
Facebook dominates in 5 of the 6 countries received with an average of 88% using the network; 33%. The UK has the highest number of respondent signed up to their favorite brand "fan" pages; <16%. In other countries, including
France and Germany, less than 16% were signed up to Facebook fan pages; 60%. In Germany Facebook takes the top spot with 60% with VZ Network and We-kennt-we close behind; 80%. Facebook is less popular in the
Netherlands. Netherlands with 80% of consumers preferring local network "Hyves"; Although Facebook is dominant in the majority of European markets, relatively few respondents follow a company or a brand's profile - suggesting
that brands across Europe are failing to engage with consumers effectively over social networks.
- #3 The impact on: Online marketers. Rather than attempting to decide which is the best, most influential or effective marketing channel, marketers need to understand why people are behaving a certain way on social networks and
email: 1) Awareness of integration: Whilst 75% of marketers are aware they can integrate email and social media, only a third are actually doing so; 2) Consumers vs. marketers: A serious gap exists between what consumers want and
what marketers actually deliver; 3) Reaching the right people: The biggest reason for not using social media is that it was seen as not being targeted enough; 3) Word of mouth is key: 31% of respondents recognized the role of viral
marketing in their email strategy; 4) Measurability and accountability. 53% had concerns about accountability and social media's inability to prove its impact.
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About eCircle. eCircle is one of European's largest providers of digital direct marketing. Since 1999 eCircle has stood for innovative and efficient online marketing for customer acquisition and relation. Leading companies and agencies
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Source: The UK's first eCircle European Social Media and Email Marketing Study of 5.000 European Consumers (including 1.000 from the UK) in partnership with Madiacom Science. (c) eCircle 2011.