Empathica, Inc wanted to know more about how consumers were using social media in regard to brands so they sat down and interviewed 15,000 people from both the US and Canada. Okay, they didn’t actually sit down with all those people, but they asked the questions, the people answered and they published a nifty new report called The Empathica Consumer Insights Panel – Q2 2010, Issue 4.
I can’t say that their findings were very surprising but empirical validation is always nice, don’t you think? So here are the two key points:
When it comes to social media, six in ten consumers said they followed at least one brand. 40% of those people said they did it for coupons and promotions while the 30% said they were simply looking for “additional information.” I’m bad at math, remember, but that does seem to leave a few people unaccounted for. Maybe they’re following brands for nefarious reasons and didn’t want to say.