Global researcher ExactTarget has found that Internet users across Australia are more likely to interact with brands they follow on Twitter, compared with their peers in the UK, Germany and Brazil.
According to ExactTarget’s 2013 Global Executive Summary seen by local business magazine BRW, nearly 50% of Australians with a Twitter account follows brands as they want to stay informed about the products and services they offer. Almost 40% of Aussies said they follow companies in order to get the latest news about brand developments.
Although just 6% of Australians follow brands on Twitter, these users have the potential to become a brand’s biggest advocates, so business can’t afford to ignore their influential power, commented Lee Hawksley, managing director at Exact Target Australia.
The researcher established that only consumers in France were more likely to follow a brand on Twitter in order to receive information about their latest products and services. In Brazil, about half of Twitter users follow brands in order to get discounts, while in Germany consumers do so as they want to receive alerts related to developments within the company.
Twitter account holders in the UK tend to be motivated by reasons similar to those driving Aussies to follow a brand on the micro-blogging social networking site. Some 42% of Britons follow brands to get more information concerning their personal interests and hobbies.
It also appears that Australian consumers are showing greater interest in so-called ” brand curation,” a relatively new concept gaining popularity in the UK and the US, whereby people tend to follow companies on social media that have something to do with their personal preferences rather than to get a discount or a special offer.