Businesses are wasting time and money trying to reach people online because many Kiwis resent brands invading their social space, a new study suggests.
More than half of the 1000 Kiwis surveyed for TNS's digital life study said they didn't want to engage with brands via social media, sparking fearsthe race for businesses to connect with customers online could be alienating people.
TNS managing director Jason Shoebridge said it was no surprise that the push for all brands to engage with customers on social media had created a huge volume of noise or 'digital waste', which was making it increasingly difficult for anyone to be heard.
"TNS's research reveals that if these efforts to engage are not carefully targeted and well executed they are wasted on over half of their target audience."
The findings show 54 per cent of New Zealanders said they did not want to engage with brands via social media, but 67 per cent admitted joining communities for a promotion or special offer.
Shoebridge said businesses needed to identify and understand their online audience in a bid to target their efforts and engage with customers accordingly.
"Whether it's their email inbox or Facebook news feed, consumers are sick of being constantly bombarded with brand messages.
"Now more than ever firms need to deploy precisely tailored strategies to realise the massive opportunity that the online world presents."
Key findings: • 33 per cent have written about products online (47 per cent globally) • 40 per cent have asked for advice on social networks (global 46 per cent) • 39 per cent think social networks are a good place to learn about brands (global 54 per cent) • 23 per cent think social networks are a good place to buy products (global 40 per cent) • 67 per cent have joined a brand community for a promotion or special offer (global 61 per cent) • 10 per cent of mobile internet users have purchased products using their phone (global 22 per cent)
