Unliking Brands Behavior, December 2012 [CHART]

Chart - Unliking Brands Behavior

1 in 3 social media users have stopped following or “un-liked” a company or brand on a social network, finds Performics in December 2012 survey results. The most aggravating turn-offs for these former followers are irrelevance of posts (49%), over-frequency of posts (38%), and a lack of expected or promised content (35%). A separate study from SocialVibe and GfK finds that 37% have disengaged from their brand connections, with one-third of those blaming too many updates. As that study attests, losing these connections can have an impact on potential sales.

That’s because the study found 70% of consumers socially connected to a brand have made a purchase as a direct result of that connection. Breaking that figure down into its component responses: 19% make purchases often; 29% make purchases sometimes; and 22% have made a purchase once or twice as a result of a brand connection. Read the rest at MarketingCharts.