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10 Facts About Why and How Consumers “Like” and Subscribe (Chadwick Martin Bailey) 2011

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Estudio realizado por Chadwick Martin Bailey y Social Media QuickStarter en el que se analiza el comportamiento durante 2011 de los consumidores en Facebook. (inglés)

Estudio realizado por Chadwick Martin Bailey y Social Media QuickStarter en el que se analiza el comportamiento durante 2011 de los consumidores en Facebook. (inglés)

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    10 Facts About Why and How Consumers “Like” and Subscribe (Chadwick Martin Bailey)  2011 10 Facts About Why and How Consumers “Like” and Subscribe (Chadwick Martin Bailey) 2011 Presentation Transcript

    • 10  Facts    About  Why  and  How  Consumers  “Like”  and  Subscribe    From  the  December  2011  Chadwick  Mar6n  Bailey  Consumer  Pulse
    • 1. Despite the widespread use of mobile devices, most peoplestill primarily access email from their computers Primary  device  used  to  access  email     2%   Laptop  or  desktop   computer   14%   Mobile  device   Tablet     84%   Did  you  know?    66%  of  people  under  30  use  their   smartphones  or  cell  phones  to  access  their   email   Base: All Respondents Q30: From what devices do you access your email account? (% selected) Base: Those who have an email account Q31: What is the primary way you access your email account?
    • 2. While 30% of consumers access Facebook from a mobiledevice some of the time, most still prefer their computers Primary  device  used  to  access  Facebook   2% 1% Laptop  or  desktop  computer   15% Mobile  Device   Tablet   Did  you  know?    Over  half  (54%)  of  people   82% Other   under  30  use  their   smartphones  or  cell  phones   to  access  Facebook   Base: All Respondents Q41: From what devices do you access your Facebook account? (% selected) Base: Those who have a Facebook account Q42: What is the primary way you access your Facebook account?
    • 3. Relationships with an organization and a strong subjectline are key to getting emails opened Reasons  for  opening  emails  from    businesses  or  non-­‐profits   The  organizaZon  it  is  from   64% The  subject  line   47% The  offer   26% The  first  few  lines  of  the  body  of  the  email   14% Don’t  open  or  do  not  receive  emails  from   business/nonprofit   7% Expected  length/size  of  email   4% 0% 10% 20% 30% 40% 50% 60% 70% Base: All Respondents Q34: What makes you decide to open an email from a business or nonprofit? (% selected)
    • 4. Marketers need to take advantage of best practices likenot sending too much to cut through the clutter of emails Reasons  for  deciding  not  to  open  emails  from   businesses  or  non-­‐profits   Not  interested   61%Get  too  many  emails  from  the  organizaZon   45% Get  too  many  emails  in  general   32% Too  busy   29% Not  in  the  mood   26% Don’t  remember  signing  up   26% No  longer  support  the  organizaZon   21% 0%   10%   20%   30%   40%   50%   60%   70%   Base: All Respondents Q35: What makes you decide to not open an email from a business or nonprofit? (% selected)
    • 5. People sign up for email lists to deepen their relationships withyou and to get discounts, promotions, and exclusive content Top  reasons  for  subscribing  to  emails  from  businesses   or  non-­‐profits   To  receive  discounts  and  special  offers   58% To  take  part  in  a  specific  promoZon   39% I  am  a  customer/supporter  of  the  business/ nonprofit   37% To  gain  access  to  exclusive  content   26%The  desire  to  stay  informed  on  an  ongoing  basis   26% Want  to  support  a  business/nonprofit  I  like   25% 0%   10%   20%   30%   40%   50%   60%   70%   Base: Those who have an email account Q36: In general, what causes you to subscribe to a business or nonprofit’s email list? (% selected)
    • 6. Consumers primarily “Like” pages for discounts andpromotions Top  reasons  for  liking  a  business  or  non-­‐profit  on  Facebook   To  receive  discounts  and  special  offers   41% To  take  part  in  a  specific  promoZon   28%I  am  a  customer/supporter  of  the  business/nonprofit   27% Want  to  support  a  business/nonprofit    I  like   25% To  gain  access  to  exclusive  content   23% To  show  others  that  I  like/support  this  business/ nonprofit   22% 0%   5%   10%   15%   20%   25%   30%   35%   40%   45%   Base: Those who have a Facebook account Q43: What are the reasons that cause you to “like” a business/nonprofit Facebook page? (% selected)
    • 7. People opt-in to Email and Facebook for similar reasons Reasons  for  subscribing  to  an  email  list/“liking”  a  Facebook  page   58% Email   Facebook   41% 39% 37% 27% 28% 25% 25% 26% 26% 23% 19% Support  a  business/ Desire  to  stay  informed   Gain  access  to  exclusive   Im  a  customer/ Take  part  in  a  specific   Receive  discounts  and   nonprofit    I  like   on  an  ongoing  basis   content   supporter   promoHon   special  offers   Base: Those who have an email account Q36: In general, what causes you to subscribe to a business or nonprofit’s email list? (% selected) Base: Those who have a Facebook account Q43: What are the reasons that cause you to “like” a business/nonprofit Facebook page? (% selected)
    • 8. Over-emailing and irrelevant content are the top reasonspeople unsubscribe from mailing lists Reasons  for  unsubscribing    to  a  business  or  non-­‐profit’s  email  list   Too  many  emails  from  the  business/nonprofit   69% The  content  is  no  longer  relevant  (e.g.  purchase,  event,   occasion  has  passed)   56% The  content  wasn’t  what  I  expected   51% I  am  no  longer  a  customer/supporter  of  the  business/ nonprofit   48% I  had  a  bad  experience  with  the  business/nonprofit   42% I  needed  to  cut  back  on  emails  I  received   34%I  heard  negaZve  comments  about  the  business/nonprofit   19% 0%   10%   20%   30%   40%   50%   60%   70%   80%   Base: Those who have subscribed to an email list Q37: Which of the following could make you want to unsubscribe from a business or nonprofit’s email list? (% selected)
    • 9. Producing content that is no longer relevant to your audience andover-communicating drives both “Unlikes” and email un-subscribes Top  Reasons  Consumers  “unlike”  a   Top  Reasons  Consumers   Page   Unsubscribe  to  an  Email  List   The  informaZon  is  no  longer   Too  many  emails  from  the   42%   69%   relevant  to  me       business/nonprofit   Too  many  noZficaZons  from   The  content  is  no  longer   42%   business/nonprofit   relevant  (e.g.  purchase,   56%   I  had  a  bad  experience  with   event,  occasion  has  passed)   32%   the  business/nonprofit   The  content  wasn’t  what  I   51%   I  no  longer  like  the  business/ expected   29%   nonprofit   I  am  no  longer  a  customer/ I  no  longer  want  to  support   supporter  of  the  business/ 48%   27%   business/nonprofit     nonprofit   The  promoZons  or  discounts   I  had  a  bad  experience  with   26%   42%   are  over     the  business/nonprofit   I  am  no  longer  a  customer  of   I  needed  to  cut  back  on   25%   34%   the  business/nonprofit   emails  I  received   I  heard  negaZve  comments   I  heard  negaZve  comments   15%   19%   about  the  business/nonprofit   about  the  business/nonprofit   Base: Those who have "liked" a business/nonprofit Facebook page Q44: What triggers you to “unlike” a business/nonprofit Facebook page? (% selected) Base: Those who have subscribed to an email list Q37: Which of the following could make you want to unsubscribe from a business or nonprofit’s email list? (% selected)
    • 10. About a quarter of consumers prefer to opt-in to localbusinesses over national businesses via email andFacebook Likelihood to subscribe to national or local business or non-profit email list National business 17% It doesn’t Local matter to me business 58% 25% Likelihood to “like” a national or local business or non-profit on Facebook NaZonal   business   11%   It  doesn’t   Local  business   maeer  to  me   28%   61%   Base: Those who have subscribed to an email list Q40: Are you more likely to subscribe to an email list for a national or a local business? Base: Those who have "liked" a business/nonprofit Facebook page Q45: Are you more likely to “like” a Facebook page for a national or a local business?
    • About this study  Independent  Research:       Conducted  through  the  CMB  Consumer  Pulse       Supported  by  Constant  Contact    Methodology:       Data  collected  from  1,481  consumers,  age  18+  in  the  United  States   through  the  Research  Now  online  panel     Data  was  collected  through  a  15  minute  online  quesHonnaire  fielded  in   Q4  2011.  
    • Learn More  Download  more  free  consumer  pulse  reports  at   www.cmbinfo.com/downloads    Learn  how  to  use  social  media  markeZng  to  grow  your  business  at   www.socialquickstarter.com    For  more  informaZon  contact:       Kristen  Garvey  at  Chadwick  MarHn  Bailey       Dave  Gerhardt  at  Constant  Contact