Of the total people who have joined the community of a brand, 72% have a more positive attitude towards a particular brand, 71% are more likely to buy that brand, 66% feel more loyal to the brand, and 63% recommend that others they join. All of these figures are part of the results of the Wave Social Media Survey and the relationships between users and brands on social networks.
The data presented is a great source of information for brands looking to build contacts with consumers, enabling Fastbridge to better plan its online media presence with the ability to predict consumer behavior.
"Research called 'Brand Socialization' sums up the complete global picture of social media. This is a great benefit for brands looking to get active in the social networking field. The real challenge is identifying what social media users really want. The results of Wave Research show that a deep understanding of these user needs and desires is the key to creating successful campaigns on social media, ”says Bojan Rendulic, CEO of Fastbridge.
This part of the Wave survey covered 85% of the world's internet population and expanded the entire survey to 53 countries, with the participation of 36,800 people using social networks worldwide. Social media platforms have become a part of daily consumer life. According to this research, more people use social networks to get in touch with friends than they do by phone, email or direct meeting.
Perhaps the most significant change in social media in recent years is the ability of users to use them via mobile. Almost 30% of mobile subscribers now access the Internet through their devices. This research shows that smartphone users, who are predominantly male and of better socioeconomic status, are more likely to be included in social networks, which disproves the perception that this medium is mainly used by the younger population.
The number of social network users in more developed countries like the UK, France, Italy and Spain is around 50%. Italy has seen tremendous growth over the past year, with the number of people having a profile on a social network increasing by more than 50% from a year ago. Italians now have the largest networks of friends, with nearly double the number of people they contact through social networks (34 people in 2009, compared to 66 in 2010, well above the world average of 52 people). Contrary to Italy, skeptical Germany often relies on social networks and lags behind with 38%, while Russia has one of the highest penetration rates in the use of social networks in Europe, as much as 79%.
