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Research: Social Media Users Follow Few Brands on Average

Findings from the 2010 Cone Consumer New Media Study show that while folks are spending a lot of time on social media they’re only clicking the “Like” or “Follow” buttons for a choice few brands. On average, consumers choose to “demonstrate affinity” for 4.6 companies.

The study also found that consumers expect some sort of perk for following a brand, such as a coupon or discount. They expect to find those perks on social networks (48 percent), mobile devices (20 percent), and even online games (12 percent).

Sixty-two percent of consumers who make the commitment say they will share info on their social networks. And 59 percent say they’ll make a purchase.

Cone surveyed 1,050 adults ages 18 and older online on September 9 and 10.

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