Social Media Marketers Target The ‘Always On’ Consumer
By Anna Johnson on September 2nd, 2010Who is the main target market for brand marketers and ad agencies using social media? According to 3 out of 4 such marketers and ad agency professionals, it’s the 18-34 year old ‘always on’ consumer.
Based on a July 2010 survey conducted for the Pivot Conference, 75 percent of marketers are targeting the ‘always-on’ consumer, described as ‘hyper-connected’ because of their frequency of engagement with the Internet and mobile devices.
The marketers regard the ‘always on’ consumer as:
- susceptible to branding or re-branding, as long as marketing programs are formatted and delivered in a way they find engaging (according to 71 percent of the marketers surveyed);
- having a shorter attention span for marketing / advertising than previous generations (70 percent);
- having different motivations than previous generations, with ‘green’ or socially conscious interests (67 percent); and
- more influential than consumers who are not always-on (62 percent).
