To discover the impact that Tweets and Status Updates were having on Canadian purchasing decisions, Delvinia went right to the source. A survey of 1,000 active social networkers from AskingCanadians™, Delvinia’s proprietary research panel, found out the influence of digital ‘word of mouth’ is alive and well.
Notable highlights include:
Canadians who have active social media accounts read status updates very frequently:
* Over 56% of Canadians read their friends status updates/tweets at least once/day
* Over 5% of Canadians do so more than 10 times/day
Canadians share product/service experiences through social media outlets:
* Almost half (49%) of Canadians share specific product/service experiences at least once/month.
* Over 11% share this information at least every other day!
Even more Canadians see the product/service experiences of their friends through social
media outlets:
* 65% see their friends sharing such information at least once/month.
* Over 25% see their friends sharing such information at least every other day.
These shared experiences via Social Networking have “purchasing impact’”
* 26% of Canadians would be likely to purchase products or services than receive positive reviews from friends via Twitter or Facebook.
* 33% would be likely to boycott products or services based on hearing about negative experiences through status updates and tweets.
“Canadians actively using social networking are influenced by their online communities, and even more so when tweets and status updates are about negative experiences with brands,” said Adam Froman, president and CEO of Delvinia. “The active social networking world listens to their friends, and in fact the majority are listening everyday.”
Froman adds that listening to these conversations is an important part of understanding a brand’s customer base. “Our clients are successful because we help them understand their digital customer, which is critical for us in order to design a meaningful and successful digital experience for them.”