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Relatia romanilor cu brandurile in social media

Tags: romani, social media, branduri, studiu eresearch

Nu mai incape indoiala ca si romanii au prins gustul retelelor de socializare, in fond 4,6 milioane dintre ei au cont pe Facebook, iar numarul lor este inca in crestere. Asa se face ca brandurile sunt tot mai interesate sa-i transforme din simpli utilizatori in fani. Dar ce cred romanii despre brandurile din zona social media si mai ales care este relatia lor cu ele? Studiul eResearch ne ofera cateva date.
Facebook si Youtube sunt in continuare retele privilegiate de utilizatorii romani. 35% dintre ei acorda intre 30-60 de minute unei sesiuni pe Facebook, iar pentru reteaua YouTube, 36% dintre respondenti petrec in medie, la o accesare, 30-60 de minute. In schimb, sesiunea de accesare pentru alte retele precum LinkedIn, Hi5, Neogen sau Google+ este, pentru cei mai multi dintre utilizatori, mai scurta de 30 de minute.

In opinia celor mai multi respondenti, profilul unei marci de incredere in retelele sociale include atribute precum seriozitate, atentie la nevoile consumatorului si modernitate. De asemenea, un aspect important este si comunicarea constanta in retea. Din aceasta perspectiva, printre marcile cele mai puternice in retelele sociale se numara Coca-Cola, Nokia, Samsung, Apple, Orange, Vodafone si BMW.



In ceea ce priveste relatia cu brandurile, 46% dintre respondenti nu scriu niciodata pe peretele contului personal experientele pe care le-au avut cu o anumita marca, iar 44% afirma ca nu posteaza informatii pe peretele marcilor. Doar 4% dintre respondenti sunt “deschisi” in relatia cu marcile, in sensul ca posteaza zilnic pe wall informatii legate de experienta cu brandurile. In plus, 16% dintre utilizatori citesc zilnic postarile marcilor fara a scrie comentarii.

Pentru marea majoritate (52%), utilizarea retelelor sociale este o sursa de divertisment si deconectare. Cu toate acestea insa, jocurile in retea nu sunt atractive pentru toti utilizatorii,  doar 27% dintre ei declarand ca acceseaza retelele sociale pentru a se juca.
Studiul eResearch a fost realizat pe 886 de respondenti cu varste intre 16 si 49 de ani si este reprezentativ pentru populatia de utilizatori de internet a Romaniei din mediul urban.
Autor: Lacramioara Vidru


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