In a groundbreaking study by leading research and insights company TRA, new evidence suggests that for adults aged 18 and above, posting online significantly enhances their sense of connection, not just in virtual spaces but also in real-world interactions. This revelation could revolutionize how brands engage with their audiences, both online and offline.
The “Connection” study, aimed at discovering whether brands truly connect with their audiences, combined cultural analysis, qualitative research, and nationally representative surveys of over 2000 people across New Zealand and Australia. The findings indicate that adults who regularly engage online feel two to three times more connected to community groups, sports teams, and religious organizations than those who do not.
Colleen Ryan, Partner at TRA, highlighted the study’s surprising insights: “Connection is a feeling – a shared feeling. We tend to think of people connecting by hanging out together in physical spaces. It was surprising to find that posting online increases people’s sense of connection across everything, virtual and real.”
The study identifies top factors that enhance people’s connection to brands, including loyalty schemes (46%), supporting causes they care about (39%), and partnerships with groups or interests they resonate with (27%). Among younger demographics, partnerships with other favored companies are particularly influential. Interestingly, personalized marketing, which many brands are shifting towards, was mentioned by only 2% of Australians and 5% of New Zealanders as a significant factor in feeling connected to brands.
Ryan emphasized the importance of shared interests over demographic targeting: “It’s not demographics, it’s not life stage, it’s not even platforms that connect us. It’s interests. Instead of trying to speak to everyone through common denominators or demographics, brands need to get in the crosshairs of their audience’s interesting interests. By using this approach brands will forge connections with customers on their terms – and they can do it at a scale that drives real growth.”
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TRA’s innovative “echo-system map” methodology plays a crucial role in understanding these connections. By mapping out individual shared interests and the underlying reasons, brands can identify unique overlap points where audience tastes, interests, and values converge, often in unexpected ways.
Ryan elaborated, “To create the map, we ask a person about their range of interests and influences, their heroes and villains, and the why behind these to collect rich data. The result is an interactive diagram of connections and a world of possibility for marketers and their brands that can be used to gain inspiration on how to make emotional connections with customers.”
Ultimately, the study underscores the evolution of human connection in the digital age. By aligning with shared interests and values, brands have a unique opportunity to bridge the gap between mass and personalized marketing, fostering deeper, more meaningful relationships with their audiences.
For more detailed guidance on applying the learnings from this study, download the full report at theresearchagency.com/connection.
