According to the 2008 Cone "Business in Social Media" Study, nearly 60 percent of Americans interact with companies on a social media Web site, and one in four interact more than once per week.
The survey finds that 93 percent of Americans believe a company should have a presence in social media, while 85 percent believe a company should not only be present, but should also interact with its consumers via social media.
Fifty-six percent of American consumers feel both a stronger connection with, and better served by, companies when they can interact with them in a social media environment.
Mike Hollywood, director of new media for Cone, observes that "social media isn't an intrusion into their lives, but rather a welcome channel for discussion."
Highlight from the Cone market study include:
- 43 percent say that companies should use social networks to solve their problems.
- 41 percent want companies to solicit feedback on their products and services.
- 37 percent feel that companies should develop new ways for consumers to interact with their brand.
- 33 percent of men and 17 percent of women interact frequently (one or more times per week) with companies via social media.
"The ease and efficiency of online conversation is likely a draw for men who historically do not seek out the same level of interaction with companies as women," says Hollywood.
Thirty-three percent of younger, hard-to-reach consumers (ages 18-34), believe companies should actively market to them via social networks, and the same is true of the wealthiest households (household income of $75,000+).
Two-thirds of the wealthiest households and the largest households (3 or more members) feel stronger connections to brands they can interact with online.
The results are from an online survey conducted September 11-12, 2008 by Opinion Research Corporation among 1,092 adults.