A new study has revealed that while just 7 percent of UK consumers have followed a brand on Twitter, almost one-third (32 percent) of them have said they are more likely to buy from the company after following them on the micro-blogging platform.
This compares favourably with Facebook. While more consumers overall (45 percent) have Liked a brand on the social networking giant, less than a quarter (24 percent) have stated that by doing so they are more likely to purchase.
Both channels were (once again) beaten by email, with 46 percent of UK online consumers having purchased a product or service after receiving an email marketing message.
The research was undertaken by ExactTarget, who analysed more than 1,400 consumer interviews and surveys in their Social Profile UK report.
“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, CMO at ExactTarget. “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.”
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