eMarketer: In Australia Eight Out of 10 Users Connect with Brands on Social

Posted by IAB Australia On April 29, 2013 Research & Resources

APR 29, 2013 – Consumers have limits on what they want to see from brands on social networks

This year more than half of the population in Australia—11.4 million people—will be social network users, according to eMarketer estimates. Among that social population, there is a fair bit of familiarity with brand social activity. According to a December 2012 survey from Latitude Insights and The Social Hatch, 82% of social media users had connected with a brand via a social site. On Facebook alone, nearly three out of 10 users reported connecting with 11 or more brands.

Users everywhere often connect with brands on social to get discounts and promotions. And in Australia that certainly holds true—to some extent. Seventeen percent of social media users who had liked a brand on Facebook said they had done so to get a discount. That figure was slightly lower for the other social networks studied.

IAB Australia

IAB Australia is the peak trade association for online advertising in Australia. As one of over 43 IAB offices globally and with a rapidly growing membership, the role of the IAB is to support sustainable and diverse investment in digital advertising across all platforms in Australia.