The Digital Kingdom, a new study released last week by global interactive marketing firm ExactTarget, has revealed the extent to which UK consumers use digital services, and how they interact with brands online.
The report showed that 13 percent of the consumers polled check Twitter on a daily basis, with 46 percent of active Twitter users doing so for “insider information”. Some 7 percent of UK consumers follow at least one company or brand on the network.
While these numbers are solid, Twitter lags behind other online platforms in the study – 51 percent of those polled check Facebook each day, with 45 percent having Liked at least one company or brand.
Email remains the most popular way that consumers interact with brands, with 93 percent having provided their email address in order to receive marketing messages from brands.
Other key takeaways from the study:
- 73 percent of consumers start their day with email, compared to 14 percent with Facebook
- 53 percent of consumers said they have become more selective about giving their email address to a company over the past year, while 53 percent have also become more selective about “Liking” companies on Facebook
- Of the 45 percent of U.K. consumers that have “Liked” a company on Facebook, the most common driver was to receive discounts (49 percent)
“Email is clearly the preferred channel for most online consumers at this point, but Facebook and Twitter are certainly important in their own way,” said Jeff Rohrs, vice president of ExactTarget’s Marketing Research and Education Group. “Marketers who can tap the strengths of each channel will be the ones that are most successful when developing long-term relationships with consumers.”