From: http://www.adoimagazine.com/newhome/index.php?option=com_content&view=article&id=6318&catid=1&Itemid=5
| Social Media’s impact on consumers and brands |  |  |  |
| The fifth instalment of Universal McCann’s Wave research study confirmed that Malaysians used social networking sites such as Facebook, MySpace, and Twitter for making contacts for work, promoting yourself, and changing opinions. The sample size of Wave 5 in West Malaysia was 500 respondents aged 15-54 years. Wave 5 is one of the world’s long-running examinations of the impact of social media on today’s global marketplace.  Prashant Kumar The Universal McCann research study, which has measured the scale and impact of social media since 2006 – the same year Facebook arrived to everyone over 13 years old with an email address – explores changes in communication technology and ways in which social media affects consumer habits. According to the study, at least 50% of the respondents have discovered new brands through social networks. “The research is extremely useful in identifying ways in which clients can utilise the social media landscape to engage and connect with consumers to drive sales,” believes Prashant Kumar, CEO, Universal McCann Malaysia. The most significant shift in social media in recent years is the ability of users, particularly males of a higher socio-economic status, to engage via mobile devices. This finding demystifies the perception that social media is dominated by a younger demographic. Although 38% of social media users are in the 25-34 age bracket, the 35-44 age segment is fast catching up with 24% of them using social media actively. “New conversation tools are emerging daily, and companies must leverage on these developments by saying something meaningful,” Kumar notes. “Even traditional media is shifting to digital. It is imperative that at a minimum, brands must invest in social listening.” Socialisation of brands is a major shift in how brands are communicating with consumers. The Wave 5 study reveals that 80% of the respondents have visited an official company or brand website in the last six months. “There is obviously a huge benefit to engaging consumers in the social space, but the challenge is to identify the type of social experience they want,” explains Kumar. “We must understand consumer needs before we can create compelling and successful social media programs.” Despite a noticeable drop in Europe, blogging in Malaysia has grown from 75.5% in 2008 to 80.4% this year. The study also confirms that Malaysia ranks among the highest in the world in terms of managing a profile on an existing social network. Visiting friends on a social network page is the top social media activity along with watching videos online. |
From: http://www.marketing-interactive.com/news/22965
The Social Life Of Brands
Published: Nov 04, 2010
- Wave 5 - social media is instrumental to consumer decisions formed
- 50% of the respondents discover new brands via social networks
- Malaysians use Facebook, Twitter & MySpace to better engage
Malaysia - Universal McCann's recent Wave 5 study has shown that the role of social media in relation to how Malaysians form decisions about brands has grown significantly. Consumers are heavily reliant on the platform for a variety of reasons.
Local customers utilize sites such as Facebook, MySpace, and Twitter to widen their pool of contacts for work, promote themselves and change or shape opinions. In West Malaysia, the study involved 500 respondents between the ages of 15 and 54.
Based on the data compiled, up to 50% of the respondents have uncovered new brands via social networks.
According to UM, the research exercise is one of the longest-running examinations of the impact of social media on today's global marketplace. The latest instalment served to explore the changes in communication technology and ways in which this element affects consumer habits. It measured trends as far back as 2006 until the present.
"The research is extremely useful in identifying ways in which clients can utilise the social media landscape to engage and connect with consumers to drive sales," said Prashant Kumar, CEO, Universal McCann Malaysia.
The most obvious shift in recent years is the ability of users (males of a higher socio-economic status), to engage using mobile devices - debunking the myth that social media is dominated by a younger demographic.
While 38% of social media users are in the 25-34 age bracket, the 35-44 age segment is fast catching up with 24% of them using social media actively.
Worldwide, Malaysia also ranks among the highest in terms of managing a profile on an existing social network. The study determined that the top social media activities are visiting friends on a social network page and watching videos online.
Wave 5 also revealed that 80% of the respondents have visited an official company or brand website in the last six months.
"New conversation tools are emerging daily, and companies must leverage on these developments by saying something meaningful. Even traditional media is shifting to digital. It is imperative that at a minimum, brands invest in social listening," Kumar added.
Blogging in Malaysia has also grown from 75.5% in 2008 to 80.4% this year, despite a huge drop in Europe.
"The challenge is to identify the type of social experience customers want. We must understand consumer needs before we can create compelling and successful social media programs," he noted.
