Home  › Stats › Audience/Traffic
socialmedia1227

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.

Tags:

ClickZ Live Chicago Join the Industry's Leading eCommerce & Direct Marketing Experts in Chicago
ClickZ Live Chicago (Nov 3-6) will deliver over 50 sessions across 4 days and 10 individual tracks, including Data-Driven Marketing, Social, Mobile, Display, Search and Email. Check out the full agenda and register by Friday, August 29 to take advantage of Super Saver Rates!

ABOUT THE AUTHOR

James is a freelance writer and editor. In addition to ClickZ, his work has appeared in publications like V3, The Commonwealth Club, CachedTech.com, and Shonen Jump magazine. He studied Journalism at Weber State University.

COMMENTSCommenting policy

comments powered by Disqus

ClickZ Stats delivers stats headlines to your inbox twice a week. Subscribe today!

COMMENTS

UPCOMING EVENTS

Featured White Papers

IBM: Social Analytics - The Science Behind Social Media Marketing

IBM Social Analytics: The Science Behind Social Media Marketing
80% of internet users say they prefer to connect with brands via Facebook. 65% of social media users say they use it to learn more about brands, products and services. Learn about how to find more about customers' attitudes, preferences and buying habits from what they say on social media channels.

Marin Software: The Multiplier Effect of Integrating Search & Social Advertising

The Multiplier Effect of Integrating Search & Social Advertising
Latest research reveals 68% higher revenue per conversion for marketers who integrate their search & social advertising. In addition to the research results, this whitepaper also outlines 5 strategies and 15 tactics you can use to better integrate your search and social campaigns.

Resources

Jobs

    • Product Specialist
      Product Specialist (Agora Inc. ) - BaltimoreDescription: The Product Specialist is hyper-focused on the customer experience and ensures that our...
    • Partnerships Senior Coordinator
      Partnerships Senior Coordinator (Zappos.com, Inc.) - Las VegasZappos IP, Inc. is looking for a Partnerships Senior Coordinator! Why join us? Our...
    • Assistant Product Listing Ads (PLA) Manager
      Assistant Product Listing Ads (PLA) Manager (Zappos.com, Inc.) - Las VegasZappos IP, Inc. is looking for an Assistant Product Listing Ads (PLA...