Nearly three quarters of women say they are “more active” in social media now than they were at this time last year. But brands are not necessarily reaping benefits by contacting females in these channels, according to new research from Q Interactive and the ad:tech marketing conference organization.
The consumer survey found that about 54% of the women in the survey response group visit social networking sites at least once a day, and 75% of those women said they are more active on those networks now than they were a year ago.
Do Social Networking Sites Influence Purchases?
75% replied that their use of social nets did “not really” affect their purchase decisions or did “not at all” influence their buying
22% said their shopping was “somewhat” affect by what they found on social networks
3% said they were “greatly” influenced by the content or opinions they found in social media
“We found that there’s a substantial disconnect between women’s interactions online and the impact of brand perceptions there,” said Q interactive CEO Matt Wise in an interview.
Does encountering a brand on a social network makes them feel positive or negative toward that brand?
17% said they felt well disposed toward the brand
19% were unfavorable
64% were either neutral or said they didn’t care whether a brand was present in social networks or not
What Do Ladies Do Most Often in Social Networks?
34% said they send private messages to friends
13% said they most often use social networks to share photos
12% cited chatting or sending instant messages to other members
11% said they most often post public messages to the community
What Don’t They Do?
Less than 9% said they mainly use social networks to get product information of any kind, including coupons or discount offers
2% said they use the networks to post reviews about products they’ve used
7% said they play games there
6% use the networks primarily to meet new people
The Social Network They Favor?
64% said they choose Facebook
16% made MySpace their top pick among networks
Less than 5% favored microblog platform Twitter
The social marketing survey was fielded to users of the CoolSavings.com Web site in mid-August for a response of more than 1,000 completions.
Born Curious 
Recent Comments