Australians are far more likely to have a genuine interest in the brands they follow on Twitter than their counterparts in the UK, Germany and Brazil.

A new study by Exact Target has found consumers’ online habits vary across the globe and had revealed that peoples motivation to ‘follow’ on Twitter vary from country to country.

The top reason for following a brand or organisation on Twitter in Australia was ‘to keep up to date with a company’s products’ and 36% of respondants liked to ‘to receive alerts related to developments within the organisation’.

The top reasons from the other countries surveyed were:
·        Brazil: ‘to receive discounts’
·        UK: ‘for more information related to my personal interests, hobbies, etc.’
·        Germany: ‘to receive alerts related to developments within the company’

Lee Hawksley, managing director of ExactTarget Australia explains, “While only 6% of the online Australian consumers follow brands on Twitter, Twitter followers are networkers, leaders and influencers that Australian businesses can’t afford to ignore.”

Twitter were also found to be less motivated by discounts and freebies than fans on Facebook or email subscribers. They were even seen to be more viewed as a place to gather information including: product and service updates, advanced notice of new products, alerts related to developments within the company, exclusive content and information related to hobbies and interests.

“When using Twitter, remember to consider your audience. Consumers want to be heard—especially the influential users on Twitter who follow your brand. Provide them with an intimate view of your brand, so they can share their ‘insider information’ with the rest of the world. Also keep in mind that many online consumers are monitoring Twitter, even if they are not actively participating,” Hawksley added.

Australians also came out as the top consumers for engaging with brands on Facebook, creating a tremendous opportunity to connect with fans on an individual level and drive engagement that builds loyalty and brand advocates. More than 50% of Australian consumers Like a brand on Facebook, compared to 77% in Brazil and 45% in the U.K.

The results are based on surveys from online consumers gathered over the past year in Australia, Brazil, France, Germany and the UK by ExactTarget and published in their 2013 Global Executive Summary.