A new study from Coca-Cola Retailing Research Council of North America and The Integer Group defines four types of social media “personas” and key insights about how they engage with brands and shop.
This is the third installment of a five-part study called “Untangling the Social Web: Insights for Users, Brands and Retailers,” based on a new quantitative survey of 308 frequent social network users and one-on-one live interviews with 40 respondents conducted by Integer in conjunction with iModerate research technologies, qualitative shopper research conducted by Integer in conjunction with Qualvu, interviews with experts, and data from other leading researchers.
A summary of the types and some key insights:
1. Bonders: This type loves to create and cultivate relationships with family, friends and work colleagues. They view themselves as fun, sociable and connected, and often host or plan events. Their main motivations for using social media are keeping up with what’s happening in others’ lives, sharing their thoughts and ideas, and initiating introductions among those they know. Bonders are more likely to be female and under 40 than the other persona groups, and 63% are employed full- or part-time.
...
2. Sharers: Sharers like to spread the word on what’s going on in their lives and circulate information that they hope will benefit people they care about. They are kind, sincere people who put primary importance on building strong relationships. They skew older and female, and about half are employed full- or part-time.
They spend most of their social time on Facebook viewing others’ status updates and posting comments, but also like to explore blogs, discussion boards and other sites. They tend to log in to social media sites for one to two hours, and prefer doing so on computers rather than mobile phones (only a third use mobile phones for this purpose).
Forty percent spend one to two hours per day, 23% spend three to four hours and 31% spend less than an hour per day on social networking. In addition, 7% said they use social sites every other day or so.
3. Professionals: While career-focused, professionals want work/life balance. They use social media for professional networking/knowledge but also for sharing opinions and relevant information. They want to be perceived as intelligent, efficient and organized. They are more likely to be college-educated, and tend to be more introverted than other segments. Three-quarters (75%) are employed full- or part-time.
Professionals leverage all social media to connect and particularly to get immediate access to information. ...
However, their busy schedules limit social media time: 18% log in every other day, and 35% spend less than an hour per day on social sites, while 28% spend one to two hours per day and 20% spend three to four hours per day on these sites.
4. Creators: ...hey post content, watch videos, read blogs and browse for updates from friends and family, and most of their activity is on Facebook and Twitter. Nearly half (46%) access social sites first thing in the morning and continue social activities throughout the day. Two-thirds (65%) access social sites through mobile phones, which they view as a flexible way to create, share and learn in the moment.
Read more: http://www.mediapost.com/publications/article/169713/understanding-social-media-personas-is-key.html?edition=44381#ixzz1odH7vpTx
No comments:
Post a Comment