Consumers Who Share
The Value of Consumers Who Share
AOL recently completed an analysis of its “social consumers” – AOL and Huffington Post users who actively share content such as links, articles, and videos with friends. The results overwhelmingly show that our socially active audience is more valuable than the average Internet user.
We compared our social consumers to both the general Internet user population and AOL and Huffington Post users overall, to determine the impact of our most engaged users. The results are indicated as follows:
- Our social consumers are more affluent – 25% more likely than average to have incomes over $150,000.
- They are also more likely to take action with brands – 3x more likely than the average Internet user to become a brand fan on Facebook.
- Our social consumers wield significantly more influence than average – 50% more likely to give advice on products and brands.
- Social consumers really like to shop – 94% more likely to spend more across a range of product categories, including Tech & Telco, Retail, CPG, Autos, and Travel.
Source: Nielsen @Plan, Release 4 2011