43% of online Americans between the ages of 16 and 54 have joined a brand community online, per results from UM’s Wave 7 study provided to MarketingCharts. The survey finds that brand communities are more popular among women (47.2%) than men (38.6%), and that 16-24-year-olds (54.6%) are much more likely to have ever joined one than 45-54-year-olds (33.4%). While those results aren’t terribly surprising given previous research into social engagement with brands, it’s interesting to see what motivates these internet users to join a brand community.
Asked how much they agree with a list of reasons for having joined a brand community, a leading 32.8% of respondents agreed that that they did so to receive a discount, coupon or product trial. That also happens to be the leading reason why Americans use brand’s mobile applications. Read the rest at MarketingCharts.