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Influencing Consumers through Competitions

APRIL 2014 INFLUENCING CONSUMERS THROUGH COMPETITIONS #Complnfluence14 TAMBA surveyed 896 people who enter competitions to deliver the first whitepaper with insights into the influence of social media competitions on consumers. AGE OF PARTICIPANTS 40% 31.14% 30% 22.32% 24.33% 20% 13.73% 10% 6.36% 2.12% AGE GROUP 18 - 20 21 - 29 30 - 39 40 - 49 50 - 59 60+ PARTICIPANTS WITH CHILDREN UNDER 18 61.56% NUMBER OF CHILDREN UNDER 18 43.60% 38.44% 40.41% 3 10.17% YES NO 4.65% 5+ 1.16% PARTICIPANTS WHO ARE BLOGGERS 5.26% NO 94.74% YES МҮТH Competition winners are bloggers picked to promote the brand. FACI: Only 5% of competition entrants surveyed have a blog. EMPLOYMENT STATUS OF PARTICIPANTS UNEMPLOYED 33.41% UP TO 16 HOURS 11.59% FULL TIME 47.92% SELF EMPLOYED 7.09% ΜΥΤΗ People who enter competitions are stay-at-home mums. FACI: The 'typical' person who enters competitions is a thirtysomething with a full-time job. POPULAR CHANNELS FOR ENTERING COMPETITIONS 80.83% SOCIAL MEDIA # 79.59% COMPANY WEBSITE ONLINE MAGAZINE/ 70.01% COMMUNITY 29.31% PRINT/ NEWSPAPER 21.08% POSTCARD 10.94% PHONE USING SOCIAL MEDIA TO ENTER COMPETITIONS 12.94% YES 87.06%NO MOST POPULAR SOCIAL MEDIA CHANNELS FOR COMPETITIONS 78.52% 65.80% 16.76% 8+ 12.26% 10.24% in 2.7% FREQUENCY OF ENTERING COMPETITIONS 67.65% 20.36% 6.79% 4.64% 0.57% DAILY WEEKLY MONTHLY RARELY NEVER HOW OFTEN CONSUMERS SHARE BRAND CONTENT ON THEIR SOCIAL PAGES DAILY 44.46% WEEKLY 17.53% OCCASIONALLY 22.51% NEVER 15.50% ΜΥΤΗ People who enter competitions no longer interact with the brand after the competition ends. FACT: 84.5% of people who enter competitions still share content from a brand on social media after the promotion ends. INFLUENCE ON AWARENESS OF NEW BRANDS 94.22% 5.78% NO YES 74.60% £ £ 25.40% INFLUENCE ON BRAND PURCHASING DECISIONS ΜΥΤΗ Competitions have no influence on a participant's purchasing decision. FACT: Competitions do influence purchasing decisions for 3 in 4 participants. YES POSITIVE INFLUENCE POSITIVE 78.68% 74.04% INFLUENCE ON WORD-OF-MOUTH ON BRAND PERCEPTION RECOMMENDATIONS 21.32% 25.96% NO MYTH Competitions have no influence on whether a participant will recommend a brand. FACT: Almost 3 out of 4 people are more likely to recommend a brand that offers competitions and giveaways. FRUSTRATIONS WITH COMPETITIONS UNWANTED SPAM FROM THE BRAND 72.35% DELAY IN GIVING OUT THE PRIZE 38.98% DELAY IN ANNOUNCING THE WINNER 27.52% For more insights and best practices, download the full whitepaper: TAMBA BRAVE I PLAYFUL I DIGITAL © TAMBA, April 2014. Infographic free to use, share and distribute. However please do not alter contents and hyperlink to the source here: hittp:// Source: Online survey of 896 participants, conducted by TAMBA in April 2014.

Influencing Consumers through Competitions

shared by thisisTAMBA on Apr 29
Influencing Consumers through Competitions 2014 highlights the impact of social media competitions on consumers. The findings, based on a survey conducted amongst 896 people, reveal that competitions...






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