Beyond Logo Menu

The Science of Sharing: An Inside Look at the Social Consumer

social consumer

Written by: Joann Delanoy

Published on: November 24, 2011

Filed under:

Last month we wrapped up our Science of Sharing event in New York, and we’re very much looking forward to our UK event later today. The US event was the culmination of research by Beyond, M Booth and Lexis, all Next Fifteen Communications companies.

To better understand social consumers, we asked 3,000 US and UK consumers about the two products and services they had most recently researched online and how they went about it. Today’s social consumer is one that can either be categorized as a high or low sharer, who utilizes various digital channels differently depending on whether he or she is researching and interacting with high or low involvement products. High sharers prove to be the most valuable to brands as they recommend products 3x more often and influence others’ purchases.

All digital channels play a role in a brand’s marketing strategy; looking at the channel your social consumer is most influenced by will lead to an increase in your digital return on investment. With search acting as the gateway to influence on today’s consumer, creative content creation is essential within earned and owned media channels to boost a brand’s organic search relevancy. By identifying high sharers in the most effective digital location and engaging them with sharable content, marketers can increase the dynamic of sharing, which acts as a positive amplifier leading towards a virtuous cycle of recommendation, loyalty and purchase.

A white paper research report can be found here. More data insights are in the slideshow below, as well as our infographic. Please note: our infographic only illustrates US consumer data. What channels influence you the most? Let us know in the comments below!

The Science of Sharing: An Inside Look at the Social Consumer