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closeSocial Networks are a Good Source of Information about Brands, Say 54% of Consumers
Reputation & Reputational Risks
Social Networks are a Good Source of Information about Brands, Say 54% of Consumers
Madrid, 20.03.2012. Social networks are changing the way in which consumers relate themselves to the brands. Out of 1,600 mn people currently present in social networks, 33% have a brand as a friend, 47% write about brands, 78% read the comments made by other users about brands and 80% use the Internet in order to find information about products and services before buying a product.
These are some of the main findings of the study titled Digital Life, prepared by the consulting firm TNS and spanning 60 countries. The study was presented yesterday in Madrid to a panel of 20 leading Spanish experts in the field of brand management via social networks.
According to the study, despite the fact that 54% of consumers believe that social networks are a good source of information about brands, 53% of the respondents say that the presence of brands in social networks is intrusive. This obvious contradiction is a great challenge for the brands, says Jordi Ferrer, Global Head Digital TNS. It is important to understand the impact of social networks on the purchasing decision, identify influential consumers in this channel as well as measure and optimise the performance of the brand in the most important contact channels.
Digital Life shows that consumers use Internet at least 18 hours per week, and this amount is growing. Another relevant fact is that consumers became the main producers of content in the online world.
According to Pedro Ros, TNS’s Chairman, “Digital Life is the most comprehensive analysis of behaviour and attitudes of digital consumers that has ever been conducted on the global scale”. The study breaks down the use of Internet into six categories or lifestyles: trend-setter, communicator, knowledge searcher, networks user, aspirer and functional user.
