A quarter of social media users (25%) say they are more inclined to find out about brands that advertise on social media websites, according to Knowledge Networks. About one in seven (15%) say they are more likely to buy from brands that advertise on social media websites. Most (59%) think that seeing ads on social media pages are a fair price to pay to access social media sites and features.
By comparison, 32% of smartphone owners say they are more likely to buy from brands that advertise within apps they have downloaded to their devices, and 70% say ads are a fair price to pay for free apps.
Six in 10 consumers follow brands on social networks, such as Facebook and Twitter, according to Empathica. They are more likely to do so to find coupons or promotions (40%) than to browse for additional information on products or services.
A quarter of social media users (25%) have recommended a product, brand, or service via a social network in the prior three months. In addition, 38% have followed up on at least one recommendation they received via social media.
The researcher notes that Facebook is the preferred social network of 67% of Americans.
Sources: “Faces of Social Media,” Knowledge Networks, Patricia Graham, CMO/EVP, 230 W. Monroe St., #1420, Chicago, IL 60606; 312-416-3660; pgraham@knowledgenetworks.com; www.knowledgenetworks.com. Price: $20,000.
“Consumer Insights Q2 2010,” Empathica, Gary Edwards, EVP Client Services, 12600 Deerfield Pkwy., #100, Alpharetta, Georgia 30004; 678-566-3620; gedwards@empathica.com; www.empathica.com. Price: Call for information.
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