Deal Seekers (30% of online Americans aged 15 and older) and Shoppers (24%) are two segments of online consumers that companies can find on social networks, according to ExactTarget.
Deal Seekers
• Most members of this segment are aged 25-44 (51%), and 58% are female.
• They have an average household income of $57,487.
• Most Deal Seekers are women (58%), and 45% of women with children under age 18 fall into this segment.
• 89% use email daily, 39% check Facebook daily, and 5% visit Twitter daily.
• Deal Seekers view social media connections with brands as a means to obtain exclusive deals, freebies, discounts, coupons, and notifications.
• The average Deal Seeker is a fan of 10 brands on Facebook and follows 10 companies on Twitter.
• They receive an average of 14 permission-based emails a day, 20% more than the average consumers.
• They actively participate in ratings and review sections of retailers’ websites.
Shoppers
• Most members of this segment are aged 25-34 (22%), 34-44 (22%), or 45-54 (21%).
• 48% have a household income of $50,000 or more.
• 57% of Shoppers are women, and Shoppers are less likely than average to have children at home.
• 88% use email daily, 39% check Facebook daily, and 6% visit Twitter daily.
• Shoppers view social media connections with brands as an opportunity to learn more and research the products they intend to buy.
• They are focused more on learning about product quality than about deals.
• Shoppers are selective about the brands they follow online.
• They are 35% more likely to buy from companies that send them email, 27% more likely to buy from brands they follow on Twitter, and 17% more likely to buy from brands they fan on Facebook.
• They are most interested in learning about new products and promotions for big-ticket items.
Source: “The Social Profile,” ExactTarget, Morgan Stewart, Director Research Strategy, 20 N. Meridian St., Indianapolis, IN 46204; 317-423-3928; mstewart@exacttarget.com; www.exacttarget.com. Price: Available online at no charge.
© Copyright 2011, EPM Communications, Inc. May not be reproduced without written consent of publisher.