Youth, Minorities Show Above-Average Propensity to Support Brands on Social Media

February 18, 2013

This article is included in these additional categories:

African-American | Brand Metrics | Digital | Hispanic | Retail & E-Commerce | Social Media | Women | Youth & Gen X

Scarborough-Social-Brand-Supporter-Demographics-Feb2013Scarborough Research has released research examining the 13% of US adults who believe that social networking is important for showing support for their favorite companies or brands (“social brand supporters”). Looking at their demographic composition, the data shows that they are 18% more likely than the average adult to be female, 79% more likely to be Millennials (18-29), and 27% more likely to be Gen Xers (30-44). These vocal brand supporters also are 22% more likely to identify as black and 12% more likely to identify as Hispanic.

The study also identifies activities and behaviors that this group is more likely than the average adult to engage in. Among the highlights, social brand supporters are:

  • 89% more likely to use their mobile device for social networking;
  • 77% more likely to use their phones to watch video clips;
  • 80% more likely to spend 5 hours or more daily on social networking sites;
  • 62% more likely to have visited Twitter in the past 30 days, 58% more likely to have visited LivingSocial; and 57% more likely to have visited Facebook;
  • 29% more likely to “agree mostly” that they expect that they expect the brands they buy to support social causes; and
  • 32% more likely to mostly agree that they are more likely to purchase brands that support a cause they care about.
      • Social brand supporters can also prove to be lucrative targets: 18% reported spending $1,000 or more online in the past year. The most popular department stores among this group are Walmart (58% having bought there in the previous 30 days), Dollar Tree (25%) and Dollar General (19%).

    About the Data: The data is from Scarborough USA+, Release 1 2012 – Scarborough/GfK MRI Attitudinal Insights Data. Scarborough measures 210,000 adults aged 18+ annually across a wide variety of media, lifestyle, shopping and demographic categories.

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