54% of Canadians do not want to engage with brands via social media
TORONTO, Jan. 17, 2012 /CNW/ - Businesses are wasting time and money
trying to reach people online without realizing many consumers resent
big brands invading their social networks - according to research from TNS Canada, a Kantar company and part of WPP [NASDAQ: WPPGY].
TNS's Digital Life study is the most comprehensive insight into how 72,000 consumers -
including 1,000 Canadians - behave online and why they do what they do.
The study shows businesses across Canada and around the world are
failing to develop social network profiles that speak directly to
customers quickly and cheaply.
More than half of Canadians don't engage with brands on social media
The study reveals that 54 per cent of Canadians do not want to engage
with brands via social media - rising to 60 per cent in the US and 61
per cent in the UK. Canadians also engage less with brands online with
only 28 per cent of digital consumers in Canada commenting on brands
online compared to the global average of 47 per cent.
Although only 44 per cent of Canadians see social networks as a good
place to learn about brands, this goes up considerably - to 81 per cent
- when a friend recommends or endorses at brand.
Ron Caughlin, Vice President, Marketing and Digital at TNS Canada, said:
"It's a 'Digital Wasteland' out there - winning and maintaining brand
loyalty is now harder than ever. Misguided digital strategies are
generating mountains of digital waste, from friendless Facebook
accounts to blogs no one reads, which is polluting the digital world
and making it harder for brands to be heard. While the online world
presents massive opportunity for brands, this requires tailored
marketing strategies to realise this potential."
Why Canadians engage with brands online
TNS's Digital Life study shows 39 per cent of Canadians who post comments on companies do
so for the simple desire to share advice - with Romanians the most
helpful online communicators (55 per cent).
Findings show that more Canadians like to praise than complain online
(16 per cent vs 12 per cent), compared to Spaniards, who are the least
likely to praise online, with just one in ten people saying that they
would do so. Although Canadians are positive a lot they are still one
of the most likely to complain about brands online (12 per cent)
compared to 12 per cent in the US or 11 per cent in the UK.
Interestingly, motivations of online commentators can be self-serving as
59 per cent of Canadians are driven to engage with brands online by a
promotion or special offer.
Devising market specific social media strategies
The study also reveals big geographic contrasts which highlight the
risks of brands employing a catch-all approach that doesn't take the
needs of different consumers into consideration.
When examining global contrasts, TNS found that consumers in fast growth
markets are incredibly keen to spend more time and money online than
they currently do - presenting major growth opportunities for brands.
Nonetheless, infrastructure challenges need to be overcome in these
countries before businesses can really tap into the enthusiasm for the
48 per cent of people already online in fast growth markets would use
the internet more if it was less expensive - rising sharply in Africa,
to 81 per cent of people in Ghana, 71 per cent in Nigeria and 68 per
cent in Kenya.
Likewise, while just a quarter (25 per cent) of Canadians see social
networks as a place to buy products, this rises to 48 per cent across
fast growth markets. Some of the most eager online consumers are found
in India, where 59 per cent see social networks as a good place to buy
products from brands.
And when it comes to online shopping habits, Asian consumers are leading
the adoption of group buying and purchase via mobile. Almost half (46
per cent) of digital consumers in China already use group buying tools
- in stark contrast to Canada where adoption rates are as low as 13 per
Ron Caughlin added: "The key is to understand your local target audience
and what they want from your brand - it could be that social networks
aren't always the right approach. If consumers in one market don't want
to be talked to, businesses should consider an alternative online
method - e.g. creating owned digital media platforms, targeted
sponsorship or search campaigns - to engage in an appropriate way that
will achieve business results."
The adoption of shopping via mobile is also on rise in the Canada - 13
per cent of mobile internet users in Canada shop on their phone
compared to just two per cent in Egypt. However, Canada lags behind
China and South Korea at 34 per cent. Interestingly, 10 per cent of
mobile users also visit pre-purchase and browsing sites daily to
"There is a huge appetite for increased internet access and mobile
services among consumers in fast growth markets. Digital Life shows
that as online communities mature, brands that cut through the digital
noise have fantastic potential to drive rapid growth from this nascent
consumer base," Ron Caughlin added.
Notes to editors
Developed markets: Australia, Austria, Belgium, Canada, Czech Republic, Denmark, Finland,
France, Germany, Greece, Hong Kong, Ireland, Israel, Italy, Japan,
Luxembourg, Netherlands, New Zealand, Norway, Portugal, Republic of
Korea, Singapore, Slovak Republic, Spain, Switzerland, Sweden, Taiwan,
United Arab Emirates, United Kingdom, United States.
Fast growth markets: Argentina, Brazil, Chile, China, Columbia, Egypt, Estonia, Ghana,
Hungary, India, Indonesia, Kenya, Malaysia, Mexico, Morocco, Nigeria,
Pakistan, Peru, Philippines, Poland, Romania, Russia, Saudi Arabia,
South Africa, Tanzania, Thailand, Turkey, Uganda, Ukraine, Vietnam.
TNS has made some of the key findings from this study available to the
public via an interactive data visualisation that can be found at www.tnsdigitallife.com. The visualisations were developed in partnership with Digit London.
Follow the conversation on Twitter - @TNSCanada and #tnsdl.
About Digital Life
Digital Life provides recommendations on how to use digital channels to
grow your business through a precise understanding of human behaviours
and attitudes online. Based on in-depth interviews with over 72,000
people - including 1,000 Canadians - in 60 countries, Digital Life's
size, scale and detail make it the most comprehensive view of consumer
attitudes and behaviour online, on a global and local level.
TNS Canada (formerly known as TNS Canadian Facts) is the Canadian arm of TNS. TNS
is the global leader in custom market research delivering actionable
insights and research-based business advice to clients around the globe
so they can make more effective business decisions. TNS offers
comprehensive industry knowledge within the Consumer, Technology,
Finance, Automotive and Political & Social sectors, supported by a
unique product offering that stretches across the entire range of
marketing and business issues, specializing in product development &
innovation, brand & communication, stakeholder management, retail &
shopper, and qualitative research. Delivering best-in-class service
across more than 80 countries, TNS is dedicated to discovering growth
opportunities for its clients in an ever-changing world. Through its
pioneering and innovative culture, TNS understands the latest marketing
challenges and research techniques, being the first to discover and
solve new marketing issues for clients.
Kantar is one of the world's largest insight, information and
consultancy groups. By uniting the diverse talents of its 13 specialist
companies, the group aims to become the pre-eminent provider of
compelling and inspirational insights for the global business
community. Its 28,500 employees work across 100 countries and across
the whole spectrum of research and consultancy disciplines, enabling
the group to offer clients business insights at each and every point of
the consumer cycle. The group's services are employed by over half of
the Fortune Top 500 companies.
For further information, please visit us at www.kantar.com.
Image with caption: "TNS logo (CNW Group/TNS Canadian Facts)". Image available at: http://photos.newswire.ca/images/download/20120117_C4368_PHOTO_EN_8970.jpg
Video with caption: "Video: TNS Digital life Video ". Video available at: http://stream1.newswire.ca/cgi-bin/playback.cgi?file=20120117_C4368_VIDEO_EN_8979.mp4&posterurl=http://photos.newswire.ca/images/20120117_C4368_PHOTO_EN_8979.jpg&clientName=TNS%20Canadian%20Facts&caption=Video%3A%20TNS%20Digital%20life%20Video%20&title=TNS%20CANADIAN%20FACTS%20%2D%20TNS%20Digital%20life%20Video&headline=Canadian%20businesses%20failing%20to%20develop%20effective%20social%20network%20profiles
Video with caption: "Video: Video interview with Ron Caughlin ". Video available at: http://stream1.newswire.ca/cgi-bin/playback.cgi?file=20120117_C4368_VIDEO_EN_8980.mp4&posterurl=http://photos.newswire.ca/images/20120117_C4368_PHOTO_EN_8980.jpg&clientName=TNS%20Canadian%20Facts&caption=Video%3A%20Video%20interview%20with%20Ron%20Caughlin%20&title=TNS%20CANADIAN%20FACTS%20%2D%20Video%20interview%20with%20Ron%20Caughlin&headline=Canadian%20businesses%20failing%20to%20develop%20effective%20social%20network%20profiles
SOURCE TNS Canadian Facts
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