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IDG Study Finds 95% of Consumers Use Social Media

  |  December 3, 2012   |  Comments

New study from IDG Research Services has found that 95 percent of consumers use at least one type of social media.

New study from IDG Research Services has found that 95 percent of consumers use at least one type of social media.

"The Echo Effect: Understanding the Value of Tech Buyers" study surveyed 3,100 visitors of technology news sites like PCWorld and MacWorld. Among the study's findings IDG found that 44 percent of consumers said that exposure to technology products in social media positively affects their likelihood of purchase.

Another 40 percent of respondents said they have a sense of technology brand loyalty to the brands they've positively dealt with through social media. The report also found that 42 percent of those surveyed would be willing to recommend a brand to others if they've been affected positively by the firm's social media presence.

According to the study, consumers find the best way to promote products through social media is for marketers to answer their following's questions about products. IDG found that 53 percent of responders thought the best way to reach consumers was to answer their questions on platforms like Facebook.

Other key social media tips from consumers were sharing product details, showing product reviews, resolving customer service issues, and asking for customer product feedback.

A surprising result of IDG's study was the fast-moving growth of mobile usage. The study found that 92 percent of tablet users seek out things like product reviews on their device, while another 72 percent use their smartphone for the same activity.

Tablet users also cemented that they engage in purchase-related activity on their device by a 75 percent margin. Smartphone users end up making purchases on their phone in a 70 percent capacity, according to IDG.

The high usage rates of mobile devices could end up paying dividends for marketers. According to the study, 43 percent of consumers have researched a product because they saw a mobile ad about it. Another 21 percent of those surveyed said they purchased a product because of a mobile ad.

"The reliance on mobile devices for purchase decisions tied to an ad is an important new factor. Mobile usage has been soaring for a while but advertising has not. This research is a wakeup call for marketers."

"Mobile and social are converging to become one of the most powerful ways for marketers to influence prospects when they're shopping," said president of IDG Global Solutions Matthew Yorke.

IDG says that online video also promotes purchasing behavior. According to the study, 44 percent of consumers have purchased a tech device after watching an online video about it.

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