Australians falling in and out of love with brands online

Australians falling in and out of love with brands online
SHARE
THIS



Research released today has revealed that 82% of Australian social media users have connected with brands on social media and 29% of them are connected to more than 10 brands.

However 44% of respondents said they have dumped a brand on social media for reasons such as being spammed by the brand (55%), boredom with the brand's content (36%), and a lack of interest or bad brand behavior (19%).

The Always On white paper is the result of a partnership between Latitude Insights and the Social Hatch and aims to understand the opportunity for brands to connect, integrate, influence and engage with consumers on social media.

Conducted over several months, the study incorporated multiple data sources, including a series of in depth interviews with Australians who covered the spectrum of social media use – heavy through to light users, across life stages. The research also included a comprehensive online survey with 1,057 Australian social media users and a private online community for qualitative data collection.

According to the survey, consumers are connecting with brands on social media to get offers and discounts (30%), general information (28%), help or assistance (24%), give feedback (33%) or make a complaint (23%). These are mostly consistent with what consumers wants from their online relationship with a brand; however, according to respondents needs, brands also need to consider the importance of social in communication of new products and trends (33%) and the actual sale of their product or service (20%).

Kristen Boschma, general manager of Aegis Media’s The Social Hatch said: “It’s great to have strong evidence of Australian consumers’ willingness to connect with brands on social media but our report proved something that we’ve long suspected: brands need to offer more than just competitions, discounts and push communications to sustain their social media relationships with consumers.

“People are getting seriously annoyed with brands behaving badly on social media and they do not hesitate in dumping them if they are not meeting their communications needs.”

Tabitha Lucas, research director at Latitude Insights said: “At a time when media is converging and brands are scrambling to keep up, this research offers some very tangible insights.”

Please login with linkedin to comment

Latest News

The Best Time Of The Day To Check Your Emails
  • Opinion

The Best Time Of The Day To Check Your Emails

Bombarded by too many emails? Are the the little buggers taking up more of your time than they effectively should? Well, let Inventium founder and B&T regular Dr Amantha Imber (pictured below) pass on her sage words on tackling your electronic mail avalanche… I have a confession to make. I love checking email. I love how productive I feel smashing through […]

Opinion

by B&T Magazine

B&T Magazine
Culture As A Competitive Advantage
  • Opinion

Culture As A Competitive Advantage

Emma Bannister (pictured below) is founder and CEO of Presentation Studio, APAC’s largest presentation communication agency and author of the book Visual Thinking: How to transform the way you think, communicate and influence with presentations. In her latest B&T post, Bannister says a good office culture brings a myriad of advantages you probably have not even […]

Opinion

by B&T Magazine

B&T Magazine
M&C Saatchi’s This. Film Studio Announces Nat Geo Doco Series On Rhino Conservation 
  • Campaigns

M&C Saatchi’s This. Film Studio Announces Nat Geo Doco Series On Rhino Conservation 

M&C Saatchi Group’s film and television production studio THIS. has revealed its first major project, a two-part documentary series in partnership with National Geographic, Cisco Systems, Canon Australia and Land Rover South Africa. The documentary series, hosted by cricket legend Kevin Pietersen and outback wrangler Matt Wright with conservationist and Canon Australia Photographer, Julia Wheeler, […]

Ovarian Cancer Australia Appoints 10 Feet Tall As Its Integrated Agency Partner
  • Media

Ovarian Cancer Australia Appoints 10 Feet Tall As Its Integrated Agency Partner

Following a competitive pitch process, 10 feet tall is standing proud as the newly appointed agency for Ovarian Cancer Australia (OCA). The agency’s response to a complex brief included a strong multifaceted brand platform that spans all media and includes mainstream media working in conjunction with fundraisers and activations for the charity throughout the calendar […]

Edge Adds BASF Seeds To Client Stable
  • Advertising
  • Media

Edge Adds BASF Seeds To Client Stable

Independent agency Edge has announced its Melbourne office has been appointed to deliver integrated services for agricultural brand BASF Seeds, following a competitive pitch. Edge’s remit spans strategy, creative, advertising, digital and media for BASF Seeds, its InVigor products and its MySeed platform. Dan King, managing director of Edge Melbourne, said the agency was delighted […]

Cropped shot of two men working together with laptop and notepad in a minimalistic workplace enviroment with desklamp and plant
  • Media

Applications Open For 2018 Copy School

Applications have opened for the 2018 Copy School in Sydney, sponsored by NewsMediaWorks, with another world-class line-up of guest creative tutors. Copy School is designed to encourage the best quality copywriting across all channels and engages some of Australia’s leading advertising creative directors and copywriters, as well as news media executives, to pass on their […]