Texas Electricity Providers

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Texas Electricity Providers

Eco-conscious consumers prefer to use Instagram at least once a month and 1 in 5 of them will click on sponsored posts. It is likely that many socially conscious consumers prefer to use Facebook since the majority of Sprout Social's surveyed consumers used the platform and the majority of those surveyed were socially conscious. Also, based on Sprout Social's data, it is likely that many socially conscious consumers like or follow a brand on Facebook and are active monthly users on the platform.

Media Habits of Conscious Consumers

Eco-Conscious Consumers

  • Based on a 2019 GlobalWebIndex study, the majority of the 44,733 eco-conscious consumers surveyed use social media to conduct research on products or brands.
  • The study indicated that 41% of those surveyed use social media to conduct research; while 34% of them use product or brand sites to conduct research, and 25% of them use video sites to conduct research.
  • In addition, the study stated that 22% of those surveyed use independent review sites to conduct research, and 22% of them use blog posts to conduct research.
  • Many eco-conscious consumers prefer to use Instagram, which "has rolled out a slew of updates to position itself as the home of social shopping;" eco-conscious consumers are likely to view and engage with the content on Instagram at least once during the course of a month.
  • On Instagram, 1 in 5 eco-conscious consumers click on sponsored posts by utilizing the 'Shop Now' or 'Learn More' buttons; eco-conscious consumers are 25% more likely to click on products that are tagged by brands or merchant sellers.

Socially Conscious Consumers

  • Based on the 2019 Nielsen Global Survey of Corporate Citizenship, 76% of socially conscious consumers trust online consumer opinions while 65% of them trust branded websites. The survey also indicated that 56% of them trust brand sponsorship while 48% of them trust ads that appear in search engine results.
  • The survey also stated that 46% of them trust ads on social networking sites while 45% of them trust online video ads. Additionally, 43% of those surveyed trust display ads on mobile devices while 41% of them trust online banner ads.
  • Moreover, 37% of the socially conscious consumers surveyed trust SMS text messaging ads that appear on mobile phones.
  • It is very likely that many socially conscious consumers use Facebook since 83% of Sprout Social's surveyed consumers use the platform and 70% of those surveyed are socially conscious, having stated that it is vital for brands to take a stance on political and social issues.
  • It is also very likely that many socially conscious consumers like or follow a brand on Facebook since 66% of Sprout Social's surveyed consumers like or follow a brand on Facebook and 70% of those surveyed are socially conscious.
  • Since it is likely that many socially conscious consumers prefer to use Facebook, it is then very likely that socially conscious consumers are part of the 2.5 million people that Facebook had attracted by the third quarter of 2019; these people were active monthly users.

Research Strategy

We looked at various business news sites, consumer report sites, and market research sites, but we could not find any information about busy idealists nor their social media consumption habits. Additionally, we applied the description provided for busy idealists in an attempt to perform a triangulation to present relevant information on the topic. We searched for recent research reports from credible bodies to see if we could find sufficient data. However, we were unable to find significant data points that were useful to our research.

Also, we explored for surveys and studies presented by reliable sources such as the Pew Research Center and Nielsen, among similar organizations. Nevertheless, there was not any relevant information provided by the sources for this specific topic.

Furthermore, we turned our attention to searching for reports offered by energy companies with operations in Texas, including Reliant Energy, TXU Energy, Pulse Power, among others. We had hoped that the companies conducted research on their consumers, such as their media habits. Again, we were unable to find any information that would be appropriate for this brief.

We did, however, find information about busy consumers; these consumers can be defined as people who prefer convenience and low-friction purchases. We noticed that some of the characteristics of busy consumers were similar to those of busy idealists, such as low engagement and hassle-free preferences. We tried to extrapolate the information concerning busy consumers to draw conclusions about the social media preferences of busy idealists. But we realized that we could not pinpoint the social media options and preferences of busy consumers because the category was much too broad.
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