Everyone Loves A Bargain....

The great majority of online consumers in the UK regularly use email, many are also regularly on Facebook, and a small but growing minority are active on microblogging site Twitter. How do these small, regular online interactions with friends and brands fit together?

A new study covered by the Econsultancy blog sheds some light. The study, from US software as a service provider ExactTarget, looks at "Subscribers, Fans and Followers" in the US and UK.

Subscribers are defined as users who have given their email address to at least one company in order to receive permission-based emails, whilst Fans are those who have Liked at least one brand on Facebook and Followers are the users who follow at least one brand on Twitter.

The survey of 1,405 online consumers showed that 93% of UK consumers can be described as subscribers, with 45% being fans and 7% followers. A third of users reckon they check their email "compulsively".

UK consumers are motivated to hand over their email details in return for discounts or money off (52% have done so for this reason) whilst 44% have done so for "free stuff or giveaways". Similarly, users like brands on Facebook in order to obtain discounts (49%) or giveaways (48%). Only Twitter is different, with 42% of users following a brand for information, or to keep their finger on the pulse.

What does that mean for internet marketing? Well, it means your users are bargain hunters; do not kid yourself they "Like" you for you, they want something back! Of course, perceptive marketers will use a bargain to attract users, then keep them with engaging content and unique offers; just do not fall into the flattery trap of thinking Fans love your brand unconditionally; trust us, they do not.