NEW YORK, Feb. 14, 2013 /PRNewswire/ -- This week, Americans will get in touch with their romantic sides to show their affections for one another; but how do U.S. adults show their love for their favorite companies and brands? Today, local market consumer research and insights firm Scarborough highlights the 13 percent of U.S. adults who say social networking is important for showing support for their favorite companies or brands.
Eighty percent of Social Brand Supporters agree that when they find a brand they like, they stick with it. Engaging with Social Brand Supporters has become necessary for the reputation management of a brand, as well as for its financial solvency. Social Brand Supporters are a company's core audience for grassroots marketing strategies as well as its ticket to taking advertising campaigns viral. In addition, 18 percent of Social Brand Supporters spent $1,000 or more online shopping in the past year.
Are you interested enough in Social Brand Supporters to ask for their digits? They are incredibly engaged on their mobile phones. Social Brand Supporters over-index for every measured mobile activity including being 89 percent more likely than all U.S. adults to use their mobile device for social networking and 77 percent more likely to use their phones to watch video clips. Social Brand Supporters aren't afraid to spend in order to stay constantly connected; they are 24 percent more likely than all U.S. adults to have spent $150 or higher on last month's mobile phone bill.
No one likes unrequited love, and so reaching Social Brand Supporters where they spend time allows brands and companies to show their consumers that the feelings are mutual. Social Brand Supporters are 80 percent more likely than all U.S. adults to spend five hours or more on social networking sites per day. Among the internet sites they were most likely to visit in the past 30 days are: Twitter (62% more likely to visit), LivingSocial (58% more likely), Facebook (57% more likely), Pandora (47% more likely) and Groupon (35% more likely).