45% of Social Networkers Engage With Brands Online, Says Study

Nearly 79% of Americans social media users now interact with brands online, according to a new study by Forrester research. The increased usage is good news for marketers as 45% of people are saying that they have interacted with a brand through social media over the three months. However 7% of people say that they have followed a brand on Twitter and 7% say that they have posted feedback on a company’s social networking profile.

Forrester Research, which executes the study, polled 58,068 US and 5,635 Canadian adult’s age between 18 to 88 in April and May. The study is important for marketers who are looking to capitalize on changes in consumer’s media consumption.

For instance, among “Gen Zers” (consumers 18 to 23) on social networks, 56% have liked, followed the brand, product or company which was 41% in 2011. However, only 3% of groups have spent money on a social networking site, according to recent study. On the other hand, members of the “Golden Generation” on social networks, 68% have liked an average of three brands on Facebook. On an average nine brands are liked by social networkers.

It’s a matter of debate about the relationship between consumer interactions with brands in social media and sales. IBM, for example, found that Twitter generated zero sales on Black Friday. Proponents of social media marketing including Twitter itself have argued that IBM’s methodology is flawed.

According to Forrester study tablet adoption has more than doubled since 2011 and for instance, the younger the consumer, the more likely he or she is to be online and engaging in social networks. Social media plays an important role in everyday life. According to latest research 71% of US adults accessing social networking sites at least monthly. Social media refers the interaction among people by which they create, share and exchange contents among themselves.