Subscribe Login
Retail Intelligence

A Quarter Of Consumers 'More Likely' To Purchase A Brand Due To Social Media Activity

The latest Consumer Insights report from Empathy Research has found that a quarter of consumers (26%) that use social media would be more likely to purchase a brand that engages with social channels such as Facebook, Instagram and Twitter.

The report found that those in the 18-24 years old (52%) are most likely to be of this opinion, considerably ahead of other age groups: 25-34 years (34%), 35-44 years (24%), 45-54 years (15%) and 55+ years (16%).

Some 14% of consumers that use social media have lodged a complaint with a brand through social media, the study also found, with relatively similar numbers doing so across the different age groups, apart from over 55s: 18-24 years (18%), 25-34 years (18%), 35-44 years (19%), 45-54 years (15%) and 55+ years (6%).

The most active brands on social media, according to Irish consumers, are food and drinks brands (18%), fashion/clothing brands (14%), supermarkets (12%) and alcohol brands (10%).

Almost six in ten (56%) of respondents said that they engage with brands on social media at least once a week, with one in five (21%) saying they interact with brands via social media on a daily basis. Looking at this by gender, females (58%) appear to be engage with brands on social media more frequently than males (52%).

The survey was conducted online among members of the Empathy Research Ideas Panel 1st – 14th December 2015. Results are based on 1,044 interviews with adults aged 18 and over; quota controlled by gender, age and region.

Click here for more information from Empathy Research.

© 2016 - Checkout Magazine by Stephen Wynne-Jones

Stay Connected With Our Weekly Newsletter

Processing your request...

Thanks! please check your email to confirm your subscription.

Stay connected with our weekly newsletter
Enjoy the most important stories from the world of Irish grocery retail, curated for you by our team of experts every week.
Stay connected with our weekly newsletter
Stay connected with our weekly newsletter
Enjoy the most important stories from the world of Irish grocery retail, curated for you by our team of experts every week.
Stay connected with our weekly newsletter