The survey results illustrate a great opportunity for Canadian retailers to differentiate themselves using social media and mobile technology
Bentonville, Ark. (PRWEB) January 31, 2012
Canadian moms feel they use social media as much or more than moms in the U.S., according to a survey recently done by Collective Bias, a leading shopper media company based in Bentonville, Ark. These online moms also feel that Canadian retailers and brands drop the ball in serving their needs through social media and mobile technologies.
When asked to compare Canadian retailers to U.S. retailers, 55% of respondents reported that Canadian retailers were not using mobile technology at all, including mobile apps and location based apps like Foursquare. Similarly, 44% of respondents felt that Canadian brands were not adopting new social networks, like Pinterest, at all.
“The survey results illustrate a great opportunity for Canadian retailers to differentiate themselves using social media and mobile technology,” said John Andrews, Collective Bias CEO and co-founder. “The moms we surveyed show an unmet demand for mobile and social engagement with the brands and retailers they support.”
Overall, those surveyed felt that compared to U.S. brands, Canadian brands were only somewhat involved in the major social networks:
- 33.3% felt Canadian brands were only somewhat using Facebook
- 38.9% felt Canadian brands were only somewhat using Twitter
- 60% felt Canadian brands were only somewhat using YouTube
“I've noticed numerous retailers using various formats, but do not see a lot of interaction with the consumer,” said one respondent. “Perhaps the occasional contest, but that's it. There’s no real conversation - it’s more like ads.”
Air Canada, Maple Leaf, RIM, and Purdy’s received several positive mentions as respondents shared examples of Canadian companies who do social media well. Canadian retailers were cast in a poorer light. U.S. companies operating in Canada were named as the best in class: McDonald’s, Old Navy and Best Buy.
About Collective Bias
Collective Bias™ drives retail sales through the coordinated creation of social media stories. Our Social Fabric® influencers connect with the brands and retailers they use in their daily lives to drive conversations on a wide variety of social media platforms. Their stories build consumer engagement and brand loyalty, ultimately leading to sales conversion. For more information, visit http://www.collectivebias.com.