Can luxury brands make friends?
March 08, 2010 | Internet Marketing
Affluents have a different relationship with brands on social networks: They like to check out fan pages but do not necessarily want to take the step of friending brands. The majority of affluent social networkers have viewed brand pages, but only one-quarter have become a follower or joined a group.
Most wealthy Internet users in the US are optimistic about the economy going forward, according to Ipsos Mendelsohn, and their online spending has historically been higher than average.
That should make them attractive to retailers, which are increasingly turning to social networks to attract customers. But will affluents be as receptive to social marketing as other Web users?
Based on a study from Unity Marketing, the outlook is mixed. Most affluents use social networking sites to hear about their friends and family and reconnect with old friends—not to connect with brands. Just 7% logged on to look for offers or research purchases, while 6% went social to share or buy products or look for coupons.
Get the full story at eMarketer
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