Decoding Digital Connections is an international youth survey (GER, CAN, USA, UK) about how, why and with whom 15-34 year-olds connect online and what role brands play in this conversation.
The study was developed and published by www.decode.net
Partner in Germany: Simon Schnetzer & www.ikosom.de
9. BUZZFLUENCETM
Buzzfluencers (users with high reach, influence and
frequency) have a disproportionate impact on your success in
social media
Finding these people is the first step in increasing effectiveness
Powered by deeper knowledge of young generations 9
German DataL: connecting w/ brands and social calendar are significantly lower for GER than all other countries
Question 42
Question 42
These percentages are based on whether a participant picked 50% or more of the items that each factor was based on. Because each factor has a different number of items associated with it, using the 50% threshold prevents factors with more items (e.g. brand eval- 6 items) from becoming artificially inflated by people who only picked one item, (compared to social calendar which is based on only 2 items.)Items and # of items picked for each factor are listed below:Social_Cal_Rpicked 1+ items: (Q17_2: Planning social events,Q15_5: Plan my social calendar )InfoTainment_Rpicked 2+ items: (Q15_7: As a source of entertainment,Q15_3: Share information with others,Q17_4: Latest news related to important events,Q17_5: Shaping opinions on issues you are passionate about)Brand_Eval_Rpicked 3+ items: (Q15_2: To research purchase decisions,Q15_1: I can connect with brands that I like,Q17_1: Buying decisions,Q15_6: Ability to influence others,Q15_4: Stay up to date on issues that matter to me,Q17_3: Establishing trends)German Data: lower than all countries for social calendarVs. UK-Social cal- 61% InfoT- 72%Brand- 36%
Question 27Note contrast with WHY THEY LIKE BRANDS ON FACEBOOK earlier, where updates on new products and services came up higher. Note information on NEW more interesting than CURRENT.Note VIDEOS trump CUSTOMER COMMENTS (it’s not all social)Note charity, as always, is low. Note difference with “why they like brands on Facebook”
Q17
Stick the answers here
Question 27Note contrast with WHY THEY LIKE BRANDS ON FACEBOOK earlier, where updates on new products and services came up higher. Note information on NEW more interesting than CURRENT.Note VIDEOS trump CUSTOMER COMMENTS (it’s not all social)Note charity, as always, is low. Note difference with “why they like brands on Facebook”