Americans just seem to love discounts. Asked what the brands they follow on social media do to make them want to stay connected to them, 70% of US respondents to an Ipsos OTX survey indicated that the brands send them coupons for product discounts or free products. That was the leading response among the actions identified, followed by brands having contests or requests for suggestions regarding their current or new products (55%).
Meanwhile, other ways in which Americans feel that brands help them feel connected to them include by:
- posting fun and interesting topics/items (36%);
- creating content worth sharing (27%);
- answering emails or messages sent by the consumer (20%); and by
- responding to comments or links posted by the consumer (20%).
Diving a little deeper into the responses on a gender basis, it appears that women are far more receptive to discounts (82% vs. 57%), but less so to content that is worth sharing (22% vs. 33%) and responses to messages (16% vs. 25%) or posts (14% vs. 27%).
Looking at the responses of US consumers versus the global 24-country average, the results indicate that Americans are more easily wooed by deals and discounts (70% vs. 52%), but less responsive to shareable content (27% vs. 34%) and replies to messages (20% vs. 30%) or social posts (20% vs. 28%).
About the Data: The Ipsos data is based on a total of 4,840 adults across 24 countries who follow brands online. Respondents were aged 18-64 in the US and Canada, and 16-64 in all other countries. The survey was conducted from December 4-18, 2012.