From Cars to Computers, Social Networkers Seek Consumer Advice, Info Online
Trying to choose between buying a Mac and a PC? If so, you’re likely seeking advice about it through a social media site, according to a new survey.
The survey, conducted by ROI Research Inc. for marketing company Performics Inc., found that 49 percent of respondents turn to social networking sites like Facebook and Twitter to solicit opinions about electronics purchases.
Among other findings in the survey:
• Fifty-six percent of social networkers are fans of appliance brands or retailers on Facebook.
• Forty-nine percent discuss apparel on social networking sites to compare prices.
• Forty-nine percent follow automotive brands or retailers on Twitter.
• Twenty-three percent follow at least one travel company on Facebook or Twitter.
The survey delved into the impact of social media on 11 consumer categories: apparel, appliances, automotive, consumer goods, electronics, entertainment, financial services, health care/pharmaceutical, home furnishings, telecommunications and travel.
According to those surveyed, the most highly discussed consumer sectors on social networks are automotive (61 percent), travel (60 percent) and entertainment (57 percent).
"Social networkers behave differently when interacting with their favorite jeans brand versus the manufacturer of that new hybrid car they’ve got their eye on,” said Daina Middleton, CEO of Performics.
For instance, survey participants use social networking sites to give feedback to appliance brands and retailers (33 percent) more so than any other industry. Yet social networkers are most inclined to make a car purchase (26 percent) as a result of a recommendation posted on a social networking site compared with purchases in other consumer sectors.