2019 STATISTICS ON THE USE OF SOCIAL NETWORKS
Studies recently carried out by IAB ESPAÑA allow us to know what type of content is of interest to users in social networks, key information for defining content strategies in these platforms.
The following are some of the most interesting results of these studies.
WhatsApp is the network of choice for users, and at the same time the best rated. This is the main media to get and keep customers.
The great advantage of Whatsapp is that it has not been 100% exploited by all brands, and that the costs for the generation of messages are significantly lower than other networks, or even cero.
The study shows that 85.5% of Internet users between 16 and 65 years old use social networks. Besides, the presence in networks is greater among women (51%) than men (49%).
Presence builds trust
When dealing with a brand, the user investigates, looks at social networks and watches what the product or service offers.
In addition, she/he looks for references from other consumers to feel completely safe before making the purchase.
The study highlights that the majority of respondents feel confident in finding the brand they are looking for in RRSS. In turn, the sectors most followed by users are those that provide relevant and updated content. Therefore, being in networks is not only a guarantee of trust but also of loyalty, if appropriate planning precautions are taken.
Impact on the purchasing process
While it is clear that being on social networks does not ensure having more sales, 47% of respondents believe that networks influence when buying a product or service, and 55% admit to having searched for information about products/services on social networks before making a purchase.
In addition, other studies that analyze the near future of SSR indicate that the contents of which they can appropriate are the preferred ones of the users. The gifs, memes and stickers are the clear example of this.
Finally, it is necessary to remember the importance of brevity in content, as users spend more and more time on networks but spend less time interpreting a single message. Therefore, short contents will have a greater chance of success than long ones.
Considering what users prefer and how they behave is vital to planning strategies that deliver the desired results.