PC email still king, but twitter followers are leaders

PC email still king, but twitter followers are leaders

A new meta-analysis of more than 200 marketing studies has found that checking emails on a PC is still the first thing the vast majority of consumers do as part of the morning routine, but Twitter followers are leaders interested in your brand.

Among Brits, Australians, French and Germans, email is the morning channel of choice for more than 70% of consumers, but in Brazil, only 46% of consumers choose email.

The findings form part of ExactTarget’s 2013 Global Executive Summary, which also shows consumers’ online habits vary across the globe and that motivations to ‘follow’ on Twitter vary from country to country.

Almost as interesting as what consumers do in the morning is how they access their first online content of the day. In Australia, 74% of people use a personal computer, 14% use a mobile phone, and 7% wait until they arrive at work or school.

Australians are also far more likely to have a genuine interest in the brands they follow on Twitter than their counterparts in the UK, Germany and Brazil.

The top reason for following a brand or organisation on Twitter in Australia was ‘to keep up to date with a company’s products’ (45%) shortly followed by ‘to receive alerts related to developments within the organisation’ (36%).

Only the French are more likely to follow a brand to keep up to date with its products (47%).

Lee Hawksley, managing director of ExactTarget Australia said: “While only 6% of the online Australian consumers follow brands on Twitter, Twitter followers are networkers, leaders and influencers that Australian businesses can’t afford to ignore.”

Twitter users are less motivated by discounts and freebies than fans on Facebook or email subscribers. Twitter is viewed as an important place for gathering information — including product and service updates, advanced notice of new products, alerts related to developments within the company, exclusive content and information related to hobbies and interests.

Australians are also among the top consumers for engaging with brands on Facebook, creating a tremendous opportunity to connect with Fans on an individual level and drive engagement that builds loyalty and brand advocates. More than 50% of Australian consumers Like a brand on Facebook, compared to 77% in Brazil and 45% in the UK.


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