A study identified a group of consumers called Brand Connected Consumers (BCCs) that make up 25% of consumers and are highly engaged with brands online. BCCs actively post about brands on social media, brand websites, and retailer sites at least once a week. They expect brands to acknowledge and value the information and feedback they provide across various online platforms. Effectively responding to BCCs can significantly increase purchase rates and brand recommendations from satisfied BCCs, while ignoring BCCs risks them stopping purchases from that brand.
Brand Acquainted Consumers Less consistent and less frequent brand connections Brand information seeking and posting revolves around product shopping and usage/review Functional info seekers and sharers Brand Connected Consumers Frequent shopper at many key retailers Consistently involved in brand experiences online Brand interactions are part of these consumers ’ everyday lives and not necessarily restricted to product research or review