Improved segmentation and targeting key to social and mobile engagement
Big gender and age divides in the way that consumers use mobile and social media mean that both brands and retailers need to focus on segmenting and targeting different demographics more effectively, a study has revealed.
A survey undertaken among 1,000 UK adults aged between 18 and 64 by researcher Shoppercentric also showed that, while 63% of consumers visited retailers' or brands' websites to make purchases, only a tiny 6% did so via a social media site.
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