NetBooster’s Digital Trends Laboratory publishes a survey on the use of Social Networks conducted among 1,400 Internet users and 79 advertisers on their site. This study reveals that the expectations of the brands present on these Social Networks are not always in line with the behavior of Internet users. However, it shows the will on both sides of an evolution of Social Networks as showcase of exposure to a real platform of exchange.
Advertisers still favor the ‘media’ aspect rather than the ‘conversation’
The strategy of brands on social networks is too often motivated by a goal of traditional visibility. This is clearly to develop their reputation, create audience and boost their image. For their part, Internet users use these social networks to both see and be seen. 64% look at the information posted by their friends, 40% share their news and update their data and 38% share their photos.
The presence on Social Networks is strategic for only 11% of brands
But, in 2013, no advertiser plans to stop investing in social networks. While 42% of advertisers believe that their objective is far from initial expectations, all want to maintain or even extend their presence on social networks. The future goal of 40% of brands is to further develop their customer relationships and 18% plan to use social networks as real think tanks.
Pure-Players, champions of Social Networks
90% of brands that exceeded their goal on social networks are Pure-Players who have privileged the relationship with Internet users. For 60% of them, their presence on social networks is purely strategic.
More than 1 mark out of 2 expects users to broadcast their information
However, while 51% of Internet users have already relayed branded content, only 12% do so regularly. Similarly 18% of advertisers hope for an opinion on the part of Internet users, yet 75% of them are ready to answer questionnaires on products. In the same vein, although 16% of advertisers expect a contribution to the content of the brand, only 5% of Internet users surveyed find this action worth spreading and 18% find it interesting.
Being a fan of a brand page, a woman’s thing?
34% of women surveyed say they are ‘fan’ of a brand, against 24% of men. Their interest in the opinions and tests produced are strong motivations for this membership. In addition, 10% of Internet users unsubscribe from a brand page on Facebook. The reasons diverge according to the profile of the user. More women stop connecting to a brand after receiving a promotion (16% vs. 6.7% for men). On the other hand, they tire less frequently (33% versus 43% for men). Internet users expect brands to seduce them or offer useful and entertaining content.
Recommendation and direct access, first vectors of connection to the Facebook page of a brand
Women are more sensitive to the recommendation of relatives (35% against 25% of men). On the other hand, men are more likely to have already clicked on banner ads to connect to a branded Facebook page (28% versus 17% of women). In addition, the promotion ‘off-line’ Facebook addresses of the brand pages is mentioned as weakly influential.
About the study
– 1400 Internet users and 79 advertisers
– Representative sample of the French Net surfer population
– Study conducted by NetBooster from 4 to 20 June 2012 by self-administered on-line questionnaires
Download the full version of the study
About NetBooster Group (netboostergroup.com)
NetBooster, an independent group of interactive communication, provides its customers with its complete digital marketing expertise to guarantee the best performance for their investments. Investing in R & D, the agency covers the entire chain of online marketing at European level: search, display, affiliation, online media, creation, eCRM and social networks, with a remarkable expertise in the digital marketing of tomorrow (Networks Social, Video, Ad Exchange, …). For fiscal 2011, NetBooster achieved a consolidated gross margin of € 27.7 million, up 21%. Certified “Innovative Company” by OSEO innovation and listed on NYSE Alternext, NetBooster is eligible for FCPI.
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