For Social Networkers Who Engage With Brands, Social Ads Prove A Key Discovery Medium

September 27, 2013

WildfireForrester-Brand-Discovery-Methods-Among-SocNet-Brand-Engagers-Sept2013Among social networkers who engage with brands on social media, 41% say they typically discover or find out about new products, brands or services by seeing ads on social networks. That’s according to results from a commissioned study [download page] conducted by Forrester Consulting on behalf of Wildfire, which found social ads to be a more common discovery source for these social networkers than online search (34%), email ads (31%), and online videos (22%), among other online sources. (TV ranks as the top offline source by which online Americans discovering new brands, according to separate Forrester research cited in the study, a finding that aligns with separate research from Ipsos.)

Meanwhile, so-called “social media brand engagers” often leverage social media when researching purchases. 37% say they turn to social media when researching brands, products or services they are considering buying or using, putting social slightly behind search engines (40%) for research, but ahead of retailer websites (33%), manufacturer or brand websites (27%), and consumer review websites (27%).

The study results suggest that brand engagers also use social to keep in touch with brands. Asked which of a list of ways they keep in touch with brands tat they like or that they purchase or use regularly, 55% said they visit their websites, and 52% their branded social networking page. Roughly 4 in 10 say they become a fan or follower of the brand on social networks, while 36% receive the brand’s emails.

Survey results from Ipsos indicate that almost half of Americans engage with brands on social networks, and that close to two-thirds of young Americans stay updated on brands and products via social.

About the Data: The data is derived from a survey of 1,684 social networkers who do engage with brands in social media. Respondents were offered an incentive as a thank you for time spent on the survey. The study began in May 2013 and was completed in June 2013.

45th Parallel Design Ad

Explore More Charts.

Pin It on Pinterest

Share This