Social networks consumers
This is an extract from Guillermina Fossati, about types of consumers on Internet.
Your company can find different kinds of consumers. DatosClaros analyzes four groups.
• Beginners and dazzlers – 20%
• Hedonic delighted – 29%
• Rationalists – 25%
• Fearful / Careful – 26%
“Beginners and dazzlers”, this group is represented by the youngest; they spend a lot of time on Internet. They don’t have problems to expose themselves. They’re well-disposed to receive offers. They also explore and use every alternative of social networks.
“Hedonic delighted”, this group is represented by women who have a high economic level and even do online shopping. This group is the best for this new platform. This group accepts brands in social networks. They consider brands listen to users more in this space.
“Rationalists”, this group doesn’t expose to Internet frequently. They use social networks as a form to meet again with their old friends. The interaction is strategic, rational and delimited in time. They have low predisposition to receive information or advertisements in social networks.
“Fearful /Careful”, this group wants to keep their privacy. They are very careful about their contacts, to meet new people and don’t let brands enter in social networks.
Another thing to recognize is that 81% of consumers trust in their close friends, according to Oliete.
Considering all this, the social networks are a new platform your company needs to explore. We have to know what kind of consumers we have, before to do a promotion.
Deem the social networks are a good chance to segment our campaigns. We must have different promotion for different clients. This involves knowing diversity of social networks too.
After all, we have to understand that each kind of campaign should never be intrusive.
