Deloitte conducted a study in August 2009 to look at the issue of brand advocacy and how consumers engage with their favorite brands with the emergence of social networking. The study examined the behavior of surveyed consumers related to the purchase of their favorite brands, and their interaction with those brands. They surveyed more than 1,700 consumers in the United States across three categories to better understand and define brand top referrers – those valuable consumers that have a favorite brand, spend an above-average amount on that brand, and are actively involved with the brand, through engagement and advocacy.
Key findings:
- average consumer on their favorite brands
- Brand advocates are a small, but very involved segment
- Brand advocates are important as influencers, yet are open to influence
- Brand advocates are hard to win over, but worth the effort
- Once a brand advocate, not always a brand advocate
The analysis suggests that in each of these product categories, a modest increase in the number of brand advocates is likely to result in a significant increase in revenue.
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