I just finished digesting the new FEED Razorfish Digital Brand Experience Report for 2009. According to Guy Kawasaki it's a "... must-read if you’re interested in social media and marketing" and I would tend to agree.
Although the sample size is relatively small (n=1000), I like the way they've selected it - by talking only to what they call 'connected consumers'. They all have broadband, spend online, visit social websites, and are consumers and creators of User-Generated Content. This makes sense since these are the people we're trying to engage with. And, I buy how they extrapolate their results to the population at large by using relevant proxies.
- 57% have actively customized their homepage
- 84% rely on the web to get their news
- 76% watch video, 73% use social networking, 62% listen to music online
- 56% have smartphones
- 26% have followed a brand on Twitter
- 40% have 'friended' a brand on Facebook
- 77% have watched a commercial online
- 73% have posted a product or brand review
- 52% have blogged about their brand experience
In essence, 'connected consumers' are interacting with brands, just in a different way. And, those interactions actually create new customers. Finally, the digital experience can make or break a brand.
Worth the read.