Is social media marketing a passing fad or a profitable way to market your business?
In its latest survey, Sensis reveals what Australian consumers and businesses are doing with social media.
It’s well worth casting your eye over the results.
Social media is still growing in Australia
Social media is not only here to stay, it continues to grow. In fact, it has lasted longer than Australia’s mining boom.
Right now 69% of people on the internet use social networking channels such as Facebook, LinkedIn and Twitter – that’s up from 65% last year.
And Australians have made social media a habit with 46% now using it at least once a day, up marginally from 45%, with 19% using it more than five times a day, showing a continued increase of intensity of social networking in the daily lives of Aussies.
There is a corresponding decline in the proportion of online Australians that do not use social media at all.
Products or services researched on social networking
The overall growth in social media in the past year was also reflected in the proportion of Australians using social media to research products and services that they wanted to buy.
The 28% who use social networking sites for researching products or services were asked which particular items they had looked for on social media. Fashion and electrical goods topped the list, followed by furniture and items for the home, computers and music.
Anyone in Melbourne know a good electrician for a minor domestic repair and wiring job? #lazyweb
— Rachel Morley (@rnmile) November 4, 2011
Anybody know of a good tax accountant in Sydney who understands the tech and web design/hosting industry?
— Jonathan Poh (@jpoh) August 5, 2013
Which social networks are most popular?
Some 69% of Australians now use social media, and Facebook continues to dominate the social media landscape, with 95% of social media users on the platform.
While its growth has slowed, the level of user engagement with the platform has increased. Other platforms like Twitter, Instagram, Pinterest and LinkedIn saw significant increases over the past year in the proportion of online adults who now use their sites.
Social networking channel we’ve stopped using
It’s interesting to note which platforms Australians are most likely to deactivate.
Some 11% of Australian consumers that use social media reported that they had stopped using some channels during the past year.
Of those that reported having dropped a social media site, Twitter was the one most mentioned, with 45% of Australians giving tweeting the flick.
Where are social networking sites used?
Not surprisingly, 95% of social networking is done from inside people’s homes. The workplace (39%) is second on the list followed by public transport (31%) and bars and restaurants (30%).
Interestingly, the survey revealed males were 4% more likely than females to use social media at work.
What devices are people using?
The biggest shift in purchasing behaviour was the increasing importance of mobile devices in the shopping equation. Some 53% of searches were solely conducted on a computer, down 14 percentage points in the past year, with 40% of searches conducted solely on a mobile device, up 17%. Some 7% searched using both of these options, unchanged in the past year.
Social media and sale conversion
Overall some 63% of social media searches resulted in a purchase, of which 47% were made completely online.
The proportion of research made on social networking sites that results in a purchase has been increasing steadily in recent years, from 36% in 2011, to 40% in 2012, to 58% last year and 63% this year.
What do consumers want from businesses or brands they follow?
Discounts are the most sought after items required from businesses or brands followed on social networking channels.
However there was a small decline in the proportion of consumers expecting them in the past year, with most other categories also falling. Giveaways, product information, tips/advice and coupons are also sought by a sizeable proportion of followers.
Most categories saw a small fall or remained stable over the past year, with information about the company the only thing that more consumers reported wanting from businesses on social media over the past year.
What success is your business having with social media? Which forms of social media are you finding the most useful?
And if you’re struggling to kick-start your content marketing campaign, please contact one of our social media experts.
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