Australians' obsession with social media has grown to the point where 5% have admitted to checking online networks while in the bathroom, while one in five social media users are following brands.
A joint survey from Sensis and the Australian Interactive Media Industry Association (AIMIA) found 18% of respondents will follow a brand on social media sites such as Facebook, Twitter or LinkedIn to access special offers or promotions.
Meanwhile, 22% admitted to tapping into the sites to find out about brands and businesses. One in four follow groups associated with businesses or brands.
The study found discounts were the most commonly sought item by consumers, followed by giveaways, product information, tips/advice and coupons.
The most researched brand categories on social media were fashion, travel, entertainment and electrical goods.
The survey also looked at the wider social media behaviours of its 1,016 respondents. One in twenty said they multi-tasked in the bathroom and used social media on the toilet while a third of people said social media was the first thing they checked in the morning.
However, a quarter of respondents said they felt they spent too much time on social media sites.
Facebook continues to dominate with 97% of respondents active on the network. LinkedIn use is up from 9% last year to 16% while Twitter grew from 8% to 14%.
Sensis group manager emerging business and innovation Simon Betschel said: “It's clear that the rapid growth and power of social media is changing the way we live our lives."
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