More than half (58%) of consumers aged 25 to 34 say they’d be likely to spend more money on a brand’s products and services if they were part of its community, according to research from content agency, Dialogue.
This is far higher than the average across all age groups, which was 40%.
Millennials come out as the age group that is most committed to these communities, and 50% also agree that they are more likely to stick with a brand than switch to competitors if they are part of a brand’s community.
Brands that engage their consumers by inviting them to join a community, where they can access exclusive content and interact with other people who buy the brand, are likelier to create long-lasting relationships, according to the survey.
In total, 1,200 UK consumers were surveyed by Censuswide on Dialogue’s behalf.
When it comes to specifying how important brand communities are in specific industries, 25- to 34-year-olds also lead the way: 57% of millennials think that brand communities are important in luxury; 56% in the travel sector agree and 55% in the automotive sector. The average across all respondents is 41% for travel, 36% in luxury and 34% in automotive.
Zoe Francis-Cox, Agency Director at Dialogue, said:
“Consumers are constantly seeking inspiration and information but over-reliance on tech-focused tools can mean that brands are communicating in a way that is intrusive, blunt and ultimately ineffective. Our research shifts the emphasis from a data-or-nothing approach. Respondents believe, as we do, that the buzz of brand communities cultivates long-term relationships, brand advocacy and boosts sales.”