A recent survey conducted by RadiumOne revealed that over half of the respondents utilize hashtags and almost three fourths do so from their mobile devices. The majority of this group also claimed they would explore new content and share product information via hashtags if advertisers awarded discounts. The mobile hashtag survey by RadiumOne evaluated how consumers perceive, value, and use hashtags.
Commenting on the insights, Kamal Kaur, vice president, mobile at RadiumOne said,”Unlike other forms of social sharing, hashtags implicitly reflect customer sentiment and are one of the most powerful ways consumers have to vocalize their tastes and preferences at scale in a real-time fashion. We conducted this survey to help advertisers better manage their brands by responding to the needs and wants of their client base through winning hashtag campaigns.”
Some key findings of the survey which polled the opinions of 494 participants, include:
- 58 percent of respondents utilize hashtags on a regular basis, and 71 percent of regular hashtag users do so from their mobile devices
- 43 percent of respondents think hashtags are useful and 34% use them to search/follow categories and brands of personal interest
- 51 percent of respondents would share hashtags more often if they knew advertisers awarded discounts for sharing product based hashtags
- 41 percent of respondents use hashtags to communicate personal ideas and feelings
RadiumOne’s mobile hashtag survey represented the opinions of predominately female (71 percent), middle-aged (44 percent) respondents who favor using hashtags from their mobile devices. While it’s indisputable that Generation C (18-24 year olds) are the heaviest social users, comScore credits middle-aged women (45 plus), as the group most responsible for growth in social media site usage.