Survey: Social Media Best for Consumer Feedback

Stevens, Pa.–Marketers who have climbed aboard social media sites like Facebook or Twitter hoping to generate sales would be better off using the sites to solicit feedback from affluent luxury consumers, a new Unity Marketing study suggests.

The report, “How the Affluent Luxury Consumer Uses the Internet and Social Media,” reveals that about half of affluent consumers, those with household incomes of $100,000 or more, have used a social media site to connect with a brand, doing such things as viewing new products or commenting on a brand. Yet only one in four have “friended” a luxury brand. In addition, the survey showed that affluents are more likely to use social media to look at brands rather than commit to a relationship with them.

“Affluent consumers have flocked to social media, but they use it as one more tool to gather information to make purchase decisions,” Pam Danziger, president of Unity Marketing, said in a media release. “Smart marketers will tap the interactivity of these sites to reach out to affluent consumers, ask for their input and really listen to what these consumers need in order to decide to make a purchase.” Read the full article in National Jeweler.