Study: Gen Y visits, doesn't join branded networks

According to a recent study Generation Y continues to be a question mark when it comes to social marketing. Researchers with the study found that while Generation Y visits branded or fan pages on social networks less than half actually join those sites. While visits are good, many marketers are banking on these consumers joining in - and buying more products later.

by Kristina Knight

The study, from The Participatory Marketing Network (PMN) and Pace University's Linden School of Business' Interactive and Direct Marketing Lab, found that 62% of Gen Y consumers have visited a branded or fan page within a social network but only about 48% actually join the sites.

And there is one more mixed message from these consumers: while more than 80% notice social network ads 74% reporting 'infrequent' clicks and 36% report not clicking on ads at all.

Although these percentages are not horrible, it is an indicator that Generation Y is still not being engaged in the social marketplace. All is not lost, however. Researchers found that those who are joining these branded sites are doing so for product updates (67%), to view promotions (64% and to view or download content (41%).

There is one more encouraging find: Generation Y consumers do report a willingness to join a separate social network in order to manage brand interactions (51%).

Study: Gen Y visits, doesn't join branded networks

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