Social Media Marketers: Don't Ignore IM

September 18th, 2009

Christine Overby

Tushi Banerjee

With contributors:

Rebecca Jennings , Jennifer Wise

Summary

Instant messaging (IM) is one of the most widely used activities among European online users. IM usage is not just restricted to youths and teens but is also popular among older age groups such as 35- to 44-year-olds. IM users are also more active online users overall, with a higher adoption of online activities — such as watching online video — and greater engagement with social media than average online users. They are more proactive in connecting with others through social media and hence represent an important opportunity for marketers looking to energize consumers through social media.

Want to read the full report?

This report is available for individual purchase ($1495).

Forrester helps business and technology leaders use customer obsession to accelerate growth. That means empowering you to put the customer at the center of everything you do: your leadership strategy, and operations. Becoming a customer-obsessed organization requires change — it requires being bold. We give business and technology leaders the confidence to put bold into action, shaping and guiding how to navigate today's unprecedented change in order to succeed.