What do consumers really want?

ExpoTV recently released some statistics (abeit a little vague) on what consumers expect from brands. To cut the story short, 55% of consumers want ongoing conversations with brands. 63% of consumers would be loyal or very loyal to a brand they’re unfamiliar with that solicited for their comments on their products. 61% of consumers will tell 10 or more people, if they like a certain brand. 81% tell at least five others.

It’s a very punishing statistics for those companies who have yet to dabble in social media. Such surveys highlight how much they are losing out by not engaging with consumers. Besides, loyalty and relationships are forged upon these conversations. All of us are well aware how important it is to maintain this relationship. Like I previously wrote, customers are the true influencers. Is there anything we still do not know?

Who are these “consumers”?

Looking at these statistics published in their blog, I am now left wondering who are these “consumers” they approached for this survey. It’s imperative for me to know if a survey is marketer-inspired or customer-driven. If a survey is built around marketers who are advocating for social media heavily, little guesses needed for the kind of results we will see. Likewise, a street survey at the side of a shopping mall filled with retail shops may yield different results.

I shall not jump to conclusion, since I do not have the full report. However, I always feel there is greater need to reveal the demographics of survey respondents whenever such findings are published. I remembered once where I quoted a finding (in my previous blog) where it said only small amount would trust bloggers, and I received feedbacks (along in other blogs like Web Strategist) that the breakdown of “bloggers” is necessary. Are they bloggers that we know as friends? Or are they bloggers we randomly come across and are total strangers?

It’s a valid argument, nonetheless. In fact, most surveys that are published fail to disclose the demographics which are the driving forces behind the results.

I think we’re looking at a lot of marketers who are perceiving what consumers want, which is precisely why “listening to consumers” is of paramount importance. While this survey showed exactly that, we have also learnt that the traits of general consumers and tech consumers are starkly different. Tech consumers evidently, are more vocal than others given the rise of Web 2.0 applications.

What does this survey tell us? Honestly, nothing. At least not something we don’t already know.

Related Read:
PR and Social Media in Asia
Online vs Offline Word of Mouth

By Ed | July 2, 2008

Filed Under Research, Social Media

 


Comments

6 Responses to “What do consumers really want?”

  1. Dan Waldron on July 2nd, 2008 5:16 am

    I just stopped by your blog and thought I would say hello. I like your site design. Looking forward to reading more down the road.

    [Reply]

    Ed replied on July 2nd, 2008 6:56 am:

    Hi Dan, thanks for dropping by. :)

    [Reply]

  2. Person on July 3rd, 2008 6:19 am

    The “consumers” that completed the survey were all/mostly videopinion creators on ExpoTV. They announced the survey in their forum and it also might have been in their email newsletter.

    [Reply]

    Ed replied on July 3rd, 2008 6:28 am:

    Thank you Person. So how many of those creators are also social media marketers?

    [Reply]

    Person replied on July 4th, 2008 5:02 am:

    Anyone can sign up and make videos so my guess would be very few if any at all.

    [Reply]

    Ed replied on July 4th, 2008 10:15 am:

    Thanks for highlighting that. :)

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