The Science Of Sharing: An Inside Look At The Social Consumer
Introducing the new social consumer. To better understand them, we asked 1.500 US consumers about the two products and services they had most recently researched online and how they went about it. Today's social
consumer is one that can either be categorized as a high or low sharer, who utilizes various digital channels differently depending on whether he or she is researching and interacting with high or low involvement products.
High sharers prove to be the most valuable to brands as they recommend products 3x more often and influence others' purchases.
Introducing the social consumer
- Introducing the social consumer: 1) Use Facebook to interact with a brand - 53%; 2) Liked a product on Facebook - 40%; 3) Use Facebook to research products at least once a week - 20%; 4) Wrote an online post
about a product or a brand - 42%; 5) Wrote a product review online - 33%.
- Low vs. high involvement products: 1) High: Less frequently purchased; More complex; Expensive in nature; Requiring more time and effort in the research phase; 2) Low: Bought more frequently; Less costly; Usually
bought with a minimum amount of thought and effort.
- High shares are 3x more likely to recommend a product. High shares (20% of online consumers) vs. low shares (80% of online consumers): 1) High shares: Younger; Research low involvement products; Recommend
products; Brand loyal; Own multiple Internet devices; 2) Low shares: Older; Research high involvement products; Care more about quality than brand image; Open to change brands; More likely to purchase researched
What influences the social consumer?
- What influences the social consumer?: 1) Earned: Ratings and review sites; News articled; Word of mouth; Blog posts; 2) Owned: Brand website; Twitter; Facebook; YouTube videos; 3) Search: Paid search; Organic
- Channel influence (Keys: Earned channels; Owned channels; Search channels): 1) Earned channels: Baby (high); Beauty (high); Electronics (low); Music (low); Personal finance (low); Restaurants (low); Travel (low);
2) Owned channels: Baby (high); Beauty (high); Electronics (low); Music (high); Personal finance (low); Restaurants (low); Travel (low); 3) Search channels: Baby (high); Beauty (high); Electronics (high); Music (high);
Personal finance (high); Restaurants (high); Travel (high).
- Influential online channels: 1) Facebook: Has the most influence on baby brands; 2) YouTube: Has the most influence on music brands; 3) Review sites: Have the most influence on electronic brands.
- Top 5 influential online channels: 1) Search results; 2) Brand website; 3) Ratings & review sites; 4) News articles; 5) Online ads.
- Bottom 5 influential online channels: 1) Twitter; 2) FourSquare; 3) Wikipedia; 4) Blog posts; 5) Facebook comments.
Actions taken after online interaction
- Actions taken after online interaction: 1) Prompted to purchase - 31%; 2) Changed impression - 3%; 3) Encouraged to visit - 9%; 4) Prompted to recommend - 20%; 5) Increased awareness - 8%; 6) Take no action -
Conclusion: All digital channels play a role in a brand's marketing strategy; looking at the channel your social consumer is most influenced by will lead to an increase in your digital return on investment. With search acting as
the gateway to influence on today's consumer, creative content creation is essential within earned and owned media channels to boost a brand's organic search relevancy By identifying high sharers in the most effective digital
location and engaging them with sharable content, marketers can increase the dynamic of sharing, which acts as a positive amplifier leading towards a virtuous cycle of recommendat ion, loyalty and purchase.
M Booth - A Communications Company | Study conducted by: Beyond - Rethinking Digital.