Nearly half of UK consumers interacting with brands on Facebook, study shows

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Nearly half of UK consumers interact with brands on Facebook and nearly a quarter of those are more likely to make a purchase from that brand, according to a new study by global interactive marketing provider ExactTarget.

Based on more than 1,404 consumer interviews and surveys, The Social Profile UK research report is the latest in ExactTarget’s Subscribers Fans and Followers research series to explore UK consumer behavior across email, Twitter and Facebook.

Key findings of the study include:

  • 46% of UK online consumers have purchased after receiving an email marketing message.
  • 45% of all UK online consumers have ‘liked’ a brand on Facebook, and 24% of those said they are more likely to buy from the brand after ‘liking’ the company on Facebook
  • 7% of all UK consumers have followed a brand on Twitter, and 32% of those said they are more likely to buy from the brand after following the company on Twitter

“UK consumers expect more from brands than ever before as they turn to email, Facebook and Twitter for exclusive content, special offers and unique experiences,” said Tim Kopp, ExactTarget’s chief marketing officer.

“Agile marketers who can drive interaction across online channels and build consumer engagement have a clear advantage, and our Subscribers, Fans and Followers research provides the insight they need to understand what consumers expect.”