The latest Consumer Insights report from Empathy Research has found that a quarter of consumers (26%) that use social media would be more likely to purchase a brand that engages with social channels such as Facebook, Instagram and Twitter.
The report found that those in the 18-24 years old (52%) are most likely to be of this opinion, considerably ahead of other age groups: 25-34 years (34%), 35-44 years (24%), 45-54 years (15%) and 55+ years (16%).
Some 14% of consumers that use social media have lodged a complaint with a brand through social media, the study also found, with relatively similar numbers doing so across the different age groups, apart from over 55s: 18-24 years (18%), 25-34 years (18%), 35-44 years (19%), 45-54 years (15%) and 55+ years (6%).
The most active brands on social media, according to Irish consumers, are food and drinks brands (18%), fashion/clothing brands (14%), supermarkets (12%) and alcohol brands (10%).
Almost six in ten (56%) of respondents said that they engage with brands on social media at least once a week, with one in five (21%) saying they interact with brands via social media on a daily basis. Looking at this by gender, females (58%) appear to be engage with brands on social media more frequently than males (52%).
The survey was conducted online among members of the Empathy Research Ideas Panel 1st – 14th December 2015. Results are based on 1,044 interviews with adults aged 18 and over; quota controlled by gender, age and region.
Click here for more information from Empathy Research.
© 2016 - Checkout Magazine by Stephen Wynne-Jones
