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Social Media Influencing High Income Consumers

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[ Social Media]

Nearly 30 percent of higher-income consumers said social media influenced their decision making when it came to home repair services, a higher percentage than other income groups, according to a new study by Ad-ology.

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The study found this group had significantly high reports of recent maintenance services performed.

For all demographics, positive and negative comments were the most influential types of social media.

For other social media, ratings websites were the most influential, followed by contractors’ websites. The top three influential traditional media types were newspaper, Yellow Pages, and direct mail.

"Some companies may be quick to dismiss social media as something that’s only used by young people, and not worth their effort," said C. Lee Smith, president and CEO of Ad-ology Research

"In reality, social media usage is growing across all demographics and can clearly be a way to reach some very lucrative audiences," Smith said.

Other key findings:

  •  Licensing/bonding was the most important factor in the choice of a service provider in the Northeast
  •  Nearly 7% of respondents had home maintenance done because of the need for emergency repair
  •  Of traditional media types, Yellow Pages had the most influence on 65 to 74 year olds

 

Social Media Influencing High Income Consumers
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  • http://2009Taxes.org Steve

    I started to look at Yelp and similar services when looking for new contractors in my area. RedBeacon is one that I just found recently that is similar to Yelp.

  • http://www.atcomaart.com Merri

    Yes .. I agreed with this article.. Media services always play vital role for the business..

  • Guest

    Is anyone at all surprised that the higher earners – in the main the more intelligent – actually do a bit of research on various firms and look for personal recommendations before choosing a contractor, rather than picking the first cowboy firm in the Yellow Pages ?

  • http://video.google.com/videoplay?docid=-6902379270204769711 West Coast Vinyl

    RedFrog is similar to Yahoo Local and Red Beacon. Great for reviews, and helped us finding window partners that weren’t competitive.

  • http://www.dotCOMReport.com ppc tips

    I research everything. This includes when I am looking for someone to come to my home and preform a service. I have used social media sites to find reviews of businesses. I would much rather hear from customers that have actually used the company.