its third annual FEED survey of 1,000 "connected consumers." The survey is focused on online consumer behavior. This year Facebook and Twitter feature prominently. 40% of respondents "friended" brands on Facebook, while 25% reported following brands on Twitter. What's more, Razorfish found that consumers access brands on Twitter and Facebook mainly for deals and promotions.Digital marketing company Razorfish has just launched
Of those who follow a brand on Twitter, nearly 44% reported that access to exclusive deals is the main reason. On Facebook or MySpace, 37% said that access to exclusive deals or offers was their main reason for friending brands.
Over 1/4 of respondents reported having followed a brand on Twitter, which is encouraging news for companies wanting to use Twitter to promote themselves.
43.5% reported following a brand to get "exclusive deals or offerings," which again is a statistic that companies should take note of.
An even higher percentage of respondents have "friended" a brand on Facebook - a whopping 40%. Considering that Facebook is a social network that started out as a way for college kids to network, this is a statistic that will make companies and organizations take note. If you want brand recognition on the Web, according to these statistics there's a very good chance that Facebook is a place you want to be.
A smaller percentage follow a brand on Facebook for exclusive deals or offers (36.9%) - but still a majority.
Is this "connected consumer" crowd mainstream? Well, about 62% of the respondents still use Internet Explorer as their browser, with 30% on Firefox. So yes, they are.
It's interesting then to look at what are the homepages of these people.
While Google is unsurprisingly number 1 with 32.6%, Yahoo is close behind at 29.7%. MSN is still well used at 11.9%. We were most surprised that AOL is now only 7.9%. These statistics show that Yahoo remains a force among mainstream consumers, whereas AOL is slipping further behind.
We reported last week that smartphones have almost overtaken 'feature phones' as the cellphones of choice for consumers. Razorfish's survey shows that 56% of connected consumers now use a smartphone - i.e. one that has email and web capabilities.
As with the ChangeWave Research survey recently, Razorfish puts Blackberry (29.5%) ahead of Apple's iPhone (20.1%).
Another illuminating statistic is the number of people who now get their news from Twitter and Facebook. While nearly 80% of respondents still access "traditional news web sites," 33% get news from Facebook and 19.5% from Twitter. Only 27.3% get news from "alternative news web sites" - by which we presume they mean blogs.
Overall, these figures from Razorfish show that Facebook and Twitter are now major places for brands to be; as well as online sites where consumers get at least some of their news.