Marketers know they need to play in the social media space. A new survey offers insight into the nature and expectations of consumers using these channels—and how brands can glean information about what motivates their customers.
Men and women use social media differently, according to Empathica, a customer interaction consultancy which specializes in retail clients. Empathica’s survey found more men citing looking for information as a primary goal (36%) than women (28%) when interacting with a retail brand through social channels. But the gender split among those looking to stretch their budgets was far greater: 47% of women say searching for coupons and promotions is their primary use, compared with 33% of men.
Rough economic times have doubtless accelerated this propensity. One third of female respondents have increased the amount of time they dedicate to searching for coupons through social media, compared with just under 20% of men.
This isn’t to say that men don’t comparison shop: They do, but may not be quite as stimulated by coupons and promotions. The survey found both genders have increased their use of social media for comparison shopping purposes. Among men, 37% have done so, compared with 36% of women.
“People are looking for promotions, coupons or an opportunity to find something that intrigues them through the convenience of a social media site,” says Gary Edwards, Empathica’s executive vice president of client services. “It has become a firm representation in the consumer mindset that ‘I am going to find a deal’.”
Why the gender difference in the use of promotions and coupons as triggers? “Women are more intentional and thoughtful shoppers,” says Edwards. Additionally, despite the similar numbers of men and women in the workforce, “women still hold heavier responsibility for household organization, kids, dinner and homework. The world has not equalized on the home front.”
Edwards continues “If we accept that women are tasked with shopping more, in tight times taking time to look for coupons and promotions just makes good economic sense. I am skeptical that women find social media much more entertaining or interesting than men. I don’t believe there is a greater draw based on entertainment.”
As part of their more deliberate shopping process, women are also more likely to recommend a brand, product or service through a social network, with 35% doing so, compared with 28% of men. And women were twice as likely to appear among the highest level of recommenders—those having offered their opinions 10 or more times within the past three months.
What are men more likely to do? Complain. Just over 2% of women indicated they were most likely to use social media to register a complaint or seek resolution to a problem, compared with 4% of men.
This last finding may account for some of the reason retail brands have had reservations about jumping into the social arena. “It becomes a management issue,” says Edwards. “Brands have to collate these responses and respond to them in timely and reasonably fashions. The reality for many businesses is that it is one more thing for them to manage.”
Edwards concedes that the culture of social media is one of promotion. That said, “[a marketer doesn’t] need to heavily discount. Promotions aren’t just about reducing the cost of a good or service. Keeping a customer base informed about what is new, trendy or novel is an enticement. That remains an important element of social media, not just how much you can discount. That is a rat hole to avoid.”
For brands, the goal of social media should be driving behavior changes over time. “I could share with you a great article in the Wall Street Journal,” Edwards says. “But if that leads you to read the Wall Street Journal article once every four months, is that an outcome [a brand] wants, if the consumer is reading a local paper every day?”
A better goal for social media is its ability to observe and gather consumer behavior and motivators, and reflect that in its messaging in an attempt to change behavior. Edwards offers the example of consumer cues that influence coffee purchases. “If consumers believe [a brand] has a better bean, the brand has to reinforce that. If they believe coffee needs just the right amount of chrome and fussiness within the theater of it being produced, social media is a place to reinforce those cues.”
That said, “I don’t think it’s as simple as making a Web site pink versus blue,” Edwards says. “It’s about relevance to the buyer. It’s not just about the product you are offering, but rather who is buying it. Boy’s children’s clothes are bought more by women. Knowing that, a social media site can appeal to women who are looking male clothing.”
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