Pontiflex Survey Shows Only 12% of Online Adults Are Willing to Provide Social Media Information to Marketers

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96% of Online Adults are Willing to Provide an Email Address to Online Marketers

Marketers like Kimberly-Clark, WecanSolveit.org and Blackberry begin by acquiring the email addresses of interested consumers. Once marketers have built relationships and trust through email, they then engage consumers in relevant ways on social networking sites.

A Pontiflex/Harris Interactive survey announced today showed that only 12% of online adults have provided their social networking information (such as a Twitter handle or Facebook username) to receive promotions from brands. The trend is prevalent across diverse age groups -- only 17% of online adults 18-34, 8% of 35-44 and 7% of 45-54 said that they would be willing to share social networking information with marketers.

However, survey results show that consumers are willing to opt-into advertising. For example, 96% of online adults who have provided information online to receive special offers or more information from companies have provided their email address. Additionally, 73% of online adults said they would be more likely to make a purchase from a brand/company they have signed up with to receive special offers or more information from vs. a brand they have not signed up to receive anything from and 68% are more likely to trust a brand they hear from often.

These statistics, compiled jointly with Pontiflex, the industry's first transparent Cost-per-Lead (CPL) marketplace, provide evidence that marketers are better served by building a relationship with consumers via email before engaging them on social networking sites like Facebook, Twitter and MySpace.

Key Findings from Harris Interactive Study:

  • 12% of online adults have provided their social media information to marketers
  • 96% of online adults who provided information online in the past year to receive special offers or more information from companies said they provided their email address
  • 68% of online adults are more likely to trust a brand they hear from often and that offers them personalized deals or information online
  • 78% of online adults said they dislike having to leave their destination when they click on a banner ad
  • 47% of online adults said they have intentionally clicked on ads on a website

"Building a relationship in the social networking space is not very different from building a relationship in the real world," said Zephrin Lasker, CEO & Co-founder, Pontiflex. "Marketers like Kimberly-Clark, WecanSolveit.org and Blackberry begin by acquiring the email addresses of interested consumers. Once marketers have built relationships and trust through email, they then engage consumers in relevant ways on social networking sites."

Harris Interactive Survey Methodology:
This survey was conducted online within the United States by Harris Interactive on behalf of Pontiflex, Inc. from September 2 to 4, 2009 among 2,064 adults ages 18 and older. The survey data are weighted to represent the online adult population. This online survey is not based on a probability sample and therefore no estimate of theoretical sampling error can be calculated. For complete survey methodology, including weighting variables, please contact: pontiflexteam (at) horngroup.com

About Pontiflex:
Pontiflex offers advertisers a single point of connection to the entire performance advertising market. Through Pontiflex, advertisers can run ads on websites, social networks and mobile apps, and connect to the right people no matter where they are. Pontiflex enables advertisers to run ads on a Cost-per-Lead (CPL) pricing model. Advertisers pay only for people that have signed up for their advertisements, and not for wasted clicks or impressions.

Advertisers engage acquired consumers in a variety of ways. Examples of engagement vehicles include the 2008 Barack Obama Presidential Campaign e-newsletter, the Graco Nation community site and the Kimberly-Clark HUGGIES "Enjoy the Ride" loyalty program.

Contact:
Kimberly Dixon (Horn Group, Inc.)
646.202.9775
kdixon (at) horngroup.com

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