Marketing Charts has the results of an adtech survey n the US that claims to show that women are heavy social media users on one hand, but unimpressed by brand efforts on the other.
75% said that social networking sites don't influence what they buy, while only 17% feel positive about brands on social media. And yet, we have this result as well:
52% of the 1000 women surveyed had befriended a band on a social network. So more than half had actually bothered to voluntarily connect with a brand trying to sell them stuff online? Not only that but the second most popular activity was looking for coupons and savings.
I guess the key is again one of volition and intent. They don't want brands interrupting them while they are looking at friends' Facebook pages, but when they are in an active 'buy' frame of mind then they will go out and actively source commercial information.
See also this UK study from last month - Only 4% of social network users say they have ever clicked on an ad.
- Social networking is about people, not technology (jonggunlee.tistory.com)
- How Social Media Is Influencing*Search Engine Optimization (slideshare.net)
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