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BizReport : Ecommerce archives : June 10, 2010

ExactTarget: Where consumers head after logging on is revealing

Studying where a consumer heads to online first thing in the morning can reveal their primary motivation for logging on, according to a new study from ExactTarget.

by Helen Leggatt

The first research brief in ExactTarget's "Subscribers, Fans and Followers" research series has been released. Called "Digital Morning", the study delves into consumers' online behavior first thing in the morning claiming it reveals their primary motivation for logging on.

For example, "email first" consumers (58%), those who head straight to their inbox, are more inclined toward consuming information online. They tend to be more task-oriented and interact with brands across both email and social media to keep up to date with new product and price information.

"Facebook first" consumers (11%), on the other hand, use the Internet primarily for social interaction and are more likely to follow brands via social media both for entertainment and recommendation purposes. Earlier this year, marketing research firm Morpace's survey of 1,000 Facebook users found that the number one reason consumers opt to "Like" a brand or product, quoted by 41%, is that they want friends to see which products or brands they support.

"Consumers' initial online activity provides a glimpse into their priorities and motivations, giving marketers an understanding of how and when to deliver the most compelling and relevant messages," said Tim Kopp, ExactTarget's chief marketing officer.

Key findings of the ExactTarget survey of over 1,500 U.S. consumers include:

- 93% subscribe to email marketing messages.

- 42% use Facebook at least once a day and, of these, 69% are a Fan of one or more companies.

- 54% between the ages of 18 and 24 are Fans of brands on Facebook.

- While consumers between the ages of 18 and 34 are the most active demographic on Facebook and Twitter, they are also among the most active on email.

- 43% of all online consumers are either Fans or Followers of at least one brand on Twitter or Facebook.

- 68% of daily Twitter users follow at least one brand, yet only 7% participate on Twitter with that frequency.

Tags: brand marketing, consumer survey, email, online behavior, research, social media

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