Performics released results on June 8, 2010, from a study it sponsored entitled “S-Net (The Impact of Social Media),” a report from ROI Research, Inc. The study of 3,000 U.S. social network users explored general behaviors and platform preferences for social sites, how social sites affect family and friend relationships, and consumer attitudes towards brands and products. Statistics regarding social media use and marketing include:
- 80% of respondents have an active Facebook account, and 23% of those without an active Facebook account plan to join in the next six months
- 67% of respondents have reconnected with people through social networking sites that they never would have otherwise
- More than 30% of respondents access Facebook and/or Twitter from their mobile phone (through a browser or application) once a day or more
- 50% of Facebook users click on Facebook ads to “like” a brand
- 37% learned about a new product or service from a social networking site
- 32% of respondents have recommended a product/service/brand to friends via a social networking site
- 32% of Twitter users re-tweet content provided by a company or product
As reported on MediaPost, Daina Middleton, CEO of Performics, stated: “Social networks have made real and substantial changes in the lives of their users, in part by empowering them to more actively participate with brands and each other. More than a third of all respondents reported using a search engine to further learn after seeing an ad on a social networking site, for example, and more than a third think social networking sites are good sources of information about companies and products.” According to Middleton, social networking has led to a “more lively, two-way participation between brands and everyday customers.”
The study also revealed that consumers want to see more regarding products and services on social networking sites. Scott Haiges, noted that “Respondents expressed a strong desire to get more printable coupons [49%], notifications of sales and special deals [46%], and information about new products [35%] from companies or products on Facebook.”
