We all know that how consumers interact with brands is changing, and that social media is now a key engagement point between businesses and consumers.
Acquity Group, part of Accenture Interactive, knows this too, and surveyed 2,000 US consumers about their expectations, habits and preferences when it comes to brand engagement.
The power of social media was clear, with 63pc of 18-to-22-year-olds and 67pc of 23-to-30-year-olds saying they would view a link shared on a friend or family member’s wall. ‘Social currency’ is also important to younger consumers, the survey found, with 32pc of 23-to-30-year-olds and 28pc of 18-to-22-year-olds saying they would change brands if a company offered discounts for social media engagement.
However, traditional media does also still have an impact, with 57pc or those surveyed saying they had tried a new product or service as a result of a campaign or advertisement on TV, and 38pc having done the same as a result of a campaign in print media.
See the infographic below for more results.
Main image, via Shutterstock