Survey reveals the influence social media has on buying behavior

Posted on: Thursday, July 07, 2011

A 2010 survey confirms why agents should be seeking out social media outlets when they're pursuing insurance leads.

According to Gartner, a technology research and advisory company headquartered in Connecticut, a majority of consumers polled last year relied heavily on social networks like Facebook and Twitter to help guide them in their buying decisions.

The extent of social media's use was so significant, Garner was able to identify the type of consumer social media users were, defining them by such terms as "connectors," "salesmen" and "seekers."

"Our survey results showed that one-fifth of the consumer population is composed of 'salesmen,' 'connectors' and 'mavens,'" said Nick Ingelbrecht, Garner's research director. "These are three roles that are key influencers in the purchasing activities of 74 percent of the population."

Ingelbrecht went on to say salesmen and connectors are generally considered to be the most important type of consumer for marketing strategizers to target.

Insurance agents interested in making their insurance prospecting more productive may want to utilize this survey to hone their marketing skills.

Posted In: Insurance News, Utilizing Social Media

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