FEED. New Razorfish report on how brands and consumers interact.
November 9th, 2009 • Reports, Trends
My employer Razorfish has once again published its annual FEED report. The document sums up findings from surveys among online users with the goal to answer how brands and consumers interact in the digital realm.
In August 2009, Razorfish surveyed 1,000 U.S. “connected consumers” across four major age groups. FEED focuses on “connected consumers” because this is the demographic our clients care most about; they are defined as consumers who have broadband access, regularly spend money online, and who actively consume or create digital content.
This year’s report differs from its predecessors because its focus is not on how consumers are adapting new digital technologies, but trying to understand how their adoption of these technologies affect the ways they engage with brands. Some key findings are:
- Digital brand experiences create customers. The overwhelming majority of consumers who actively engage with a brand digitally are much more inclined to purchase products and recommend the brand to others.
- Consumer wants to interact with a brand: 73% have posted a product or brand review on a website like Amazon, Yelp or Twitter, 70% have read a corporate blog, 65% have played a branded browser-based game and 40% have “friended” a brand on Facebook. These interactions are shaping their perceptions of the brand.
- The other major driver of digital brand engagement in customer service. Being responsive and solving customer problems in real time builds brand loyalty.
- Digital can make or break a brand. 65% of consumers say a digital experience, either positive or negative, changed their opinion of a brand. And in that group, almost all (97%) indicated their experience influenced whether or not they eventually purchased from the brand.
- Digital experiences are driving the bottom line. The vast majority of consumers who actively engaged with a brand quickly moved through the marketing funnel. A whopping 64% of consumers report making a first purchase because a digital experience. In addition, 98% showed increased consideration and 97% indicated they’d likely make a purchase.
- The digital language of love for consumers? Deals. Consumers are largely engaging with brands to receive exclusive promotions or discounts. Of those who follow a brand on Twitter, 44% say that deals are the main reason. Likewise with Facebook and MySpace, where 37% cite it as the number one reason why they “friend” a brand.
- Although Twitter may turn out to be the game-changer here, as there are a significant number of people (23%) who said they follow brands for “interesting or entertaining” content.
- Actions speak louder than advertising. The overwhelming majority of consumers who actively engage with a brand digitally, whether that’s participating in a contest or downloading a mobile application, are more inclined to purchase and recommend that brand others.
As usual, the document isn’t only great brainfood but also pure eye candy.
Get FEED as a PDF for download, download the charts or choose the link to Blurb in case you would like a professionally printed version of the study. (via amnesiafish)
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