Wednesday, October 3, 2012
The Digital Republic provides marketers with an overview of email, Facebook, and Twitter consumption across online German consumers. In this report, we’ll explore three main themes:
- When and how German consumers use email, Facebook, and Twitter
- What motivates consumers’ interactions across each of these channels
- How marketers can communicate more effectively across channels
German consumers interact with brands on email and Twitter similarly to consumers in other countries we’ve studied as part of the SUBSCRIBERS, FANS, & FOLLOWERS research series—namely the UK and Australia. Facebook usage, however, is a little different.
While 39% of German consumers say they are fans of brands on Facebook, that figure is 77% among Brazilians, 55% among Australians, and 45% among consumers in the UK. The lower percentage of German Facebook fans is attributed to the relatively low percentage of Germans who actively use Facebook (50%)—not the unwillingness of users to “like” brands. In fact, 78% of active Facebook users in Germany have “liked” a brand. Moreover, younger audiences tend to use and interact with brands on Facebook more readily than older audiences. This is likely due to Facebook being adopted by younger consumers at a quicker rate than older consumers.
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One trend that is unique to the German market is the sustained strength of direct mail. While the effectiveness of direct mail has waned somewhat in the US, UK, and Australia, it remains a dominant marketing tactic in Germany. Over 49% of German consumers say they’ve made a purchase as a result of a marketing message received through direct mail. While both men and women are likely to make a purchase as a result of receiving a marketing message via more traditional channels— direct mail (49%) and email (45%)—men are much more likely than women to make purchases as a result of receiving marketing messages through newer digital channels such as Twitter and Facebook.
Key findings of the study include:
- 94 percent of online German consumers subscribe to at least one email marketing program
- 45 percent of consumers that subscribe to brand’s email programs have made a purchase after receiving an email marketing message
- 80 percent of consumers check email at least once per day
- 39 percent of online German consumers interact with brands on Facebook
- 15 percent of consumers on Facebook have made a purchase after receiving a marketing message on Facebook
- 25 percent of consumers report “liking” a brand because they already shop or purchase regularly from the brand
- 7 percent of online German consumers interact with brands on Twitter
- 19 percent of German consumers who have made a purchase influenced by Twitter do not have their own Twitter account
- 61 percent of Twitter users check their feed at least once per day
To download ExactTarget’s Digital Republic research report, click here.