30+ Million People More Inclined to Purchase Social Media Advertised Brands
Knowledge Networks and MediaPost Communications, PR Newswire, Nov. 29, 2010
As an Ad Medium, Social Media Now on Par With VOD, HDTV
Joe Mandese, MediaPost, Nov. 29, 2010
“The Faces of Social Media,” a joint research venture of Knowledge Networks and MediaPost Communications, has released key findings from an ongoing study measuring the effects of social media on American consumers.
MediaPost’s Joe Mandese reports on some of the study’s findings:
— “…(59%) of social media users surveyed for the study said advertising is a ‘fair price to pay for social media sites and features.””
— “…(15%) said they are more inclined to purchase from brands that advertise on social media sites, a level Knowledge Networks says compares ‘favorably with levels found among HDTV viewers and VOD users.'”
— “…mobile platforms and applications can greatly compound the advertising and brand effects of social media. Of 13- to 54-years-old smartphone owners who have apps on their phone, almost a third (32%) said they are more inclined to purchase the brands that advertise or have marketing messages in the app. And almost three quarters (70%) of them said ads are a fair price to pay compared to social media’s 59 percent.”
— “…ads within apps also appeal to smartphone owners between the ages of 13 and 54, with 40% saying that ads they see while using their smartphones are usually relevant to their ‘needs and interests.'”
According to a press release about the study, “the intent of the ongoing study is to measure the social media landscape and determine the influence of social media on 39 specific product categories. These include banking services, car rental, casual dining restaurants, clothing, personal care products, programs on TV, sports drinks, travel planning, among others. The categories also included Walmart and Target, as well as Super Target and Walmart Supercenter.”
