Even as new media adoption explodes – up 48 percent from 2009 – loyal followers can be hard to come by for companies trying to reach consumers online. ...new media users... choose to demonstrate affinity (e.g., “like” on Facebook, “follow” on Twitter or subscribe to an RSS feed) for an average of only 4.6 companies online, making this club one of the most exclusive to which a company can hope to gain access. These are among the findings of Cone’s latest research, the 2010 Cone Consumer New Media Study.
Before deciding whether to engage with companies online, 77 percent of new media users look for free products, coupons or discounts. And they expect to find them in the following places:
- Social networks – 48%
- Mobile devices – 20%
- Message boards – 20%
- Blogs – 13%
- Online games – 12%
Nearly two-thirds (59%) of new media users say they are satisfied with their online experiences with companies, but that doesn’t mean they won’t hesitate to punish companies by disengaging. More than half of users will stop following a company if it acts irresponsibly toward its consumers (58%), over-communicates with them (58%) or provides irrelevant content (53%). Under-communicating (36%) or censoring user-generated content (28%) is also grounds for falling out of favor.