NEWS27 August 2014
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NEWS27 August 2014
UK — More than half of Britain’s adult population engaged in social media do little to increase brand interest and create positive associations with brands online, according to new segmentation research from Kantar Media TGI.
The segmentation, which uncovered six groups of social media users, found that just 10% of them were “more valuable to marketers”.
Based on an analysis of the social media connections and engagement of over 50 million adults (aged 15+), the segments emerged as follows:
“This new segmentation provides crucial insights into the level of engagement and influence that social media users have online,” said Richard Keogh, head of Kantar Media TGI UK. “The different segments show that clicks and connections alone will not reveal consumers’ actual engagement levels.”
“Marketers need to look beyond widely accepted metrics to specific evidence of engaged online activity to determine how valuable consumers are. Now is a good time for brands to review who they’re really speaking to online.”
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