Social Networking leads to brand buys

A new study released by global interactive marketing provider ExactTarget found that nearly half of UK consumers interact with brands on Facebook and nearly a quarter of those are more likely to make a purchase from that brand.

Based on more than 1,404 consumer interviews and surveys, The Social Profile UK research report is the latest in ExactTarget’s Subscribers Fans and Followers research series to explore UK consumer behavior across email, Twitter and Facebook.

Key findings said 46% of UK online consumers have purchased after receiving an email marketing message, while 45% of all UK online consumers have ‘liked’ a brand on Facebook, and 24% of those said they are more likely to buy from the brand after ‘liking’ the company on Facebook. 7% of all UK consumers have followed a brand on Twitter, and 32 percent of those said they are more likely to buy from the brand after following the company on Twitter.

“UK consumers expect more from brands than ever before as they turn to email, Facebook and Twitter for exclusive content, special offers and unique experiences,” said Tim Kopp, ExactTarget’s chief marketing officer. “Agile marketers who can drive interaction across online channels and build consumer engagement have a clear advantage, and our Subscribers, Fans and Followers research provides the insight they need to understand what consumers expect.”

The Social Profile UK research report is the latest research brief in ExactTarget’s Subscribers, Fans & Followers research series. The research provides marketers exclusive insight into consumers’ online preferences and motivations for interacting with brands on email, Facebook and Twitter.

ExactTarget is a leading global provider of email marketing and cross-channel interactive marketing software-as-a-service solutions that empower organizations of all sizes to communicate with their customers through email, mobile, social media and websites.

Image: Social Networking icons