More than half of Australian consumers interact with brands on Facebook compared to a mere 6% who do so on Twitter, according to a study.
Interactive marketing company ExactTarget's Digital Down Under study found 55% of online Australians have engaged with a brand on Facebook while 16% have made a purchase after receiving a marketing message.
Meanwhile, 46% of Australians have engaged with brands on Facebook specifically to receive discounts.
On Twitter, only 6% have interacted with brands while 5% have made a purchase after receiving a marketing-related tweet.
Email proved to be the most effective platform as 96% of Australian consumers subscribe to at least one email marketing program and 53% of those surveyed have gone on to make a purchase as a result.
ExactTarget chief marketing officer Tim Kopp said: “Australians are among the most actively engaged consumers on email, Facebook and Twitter that we've surveyed.”
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