Based on an analysis of the social media connections and
engagement of over 50 million adults (aged 15+), Kantar Media TGI's
segmentation has uncovered six groups of social media users:
- Social Spectators - a disengaged group with a respectable
number of connections, but the least likely of all social media
users to buy goods online, or to read or update their social media
accounts. Neither do they post product reviews or follow brands
online. They tend to be older and, because they don't carry high
economic or cultural capital, are unlikely to have much clout or
spending power for brands.
- Online Experimenters - are potentially very valuable for brands
to target given their crucial combination of purchase power and
online engagement. Accounting for just 10% of the adult
social media-using population, this group are more likely to be
older and particularly likely to engage with brands and to buy
- Connected Engagers - have the highest level of connections and
influence. They account for just 3% of all social media users, but,
because they lack economic and cultural clout, may not be the big
spenders. They are, however, most likely to spread the corporate
- Connected Dabblers - this group represents 10% of the social
media-using population and has a high level of connections. They
follow brands on social media but are less likely to post reviews
about products/brands. They are engaged but less influential than
- Passive Socialites - have a high level of connections but don't
follow brands or post reviews. This means they have a low level of
influence. They account for 4% of the population.
- Credible Contributors - account for 22% of the population. This
group has an average level of connections and engagement, being
highly likely to follow brands and post reviews online. They are
active and engaged with medium amounts of influence.
This new segmentation provides crucial insights into the level
of engagement and influence that social media users have online.
The different segments show that clicks and connections alone will
not reveal consumers' actual engagement levels. Marketers should
review who they are targeting online to ensure they are directing
their social media activities (and marketing budget) at the most
appropriate audience. For instance, Social Spectators display very
little online engagement in spite of having a moderate number of
connections. Connected Engagers however, who are most active online
have minimal economic or cultural clout. Comparatively, our Online
Experimenters, who have relatively few connections online, could
prove particularly influential in driving sales and growth for
brands. What they lack in connections they make up for in the way
they embrace social media and online purchasing.
Click on the infographic on the right hand side to see more.
Source : Kantar Media