72% of Consumers Are More Likely to Return to a Brand that Creates a Strong Online Community, Amity Research Finds

Amity, the leading technology platform that powers in-app social experiences, reveals the results of research which highlights the importance of brands creating online communities to engage with their customers. Almost three-quarters (72%) of the consumers polled say they would be more likely to return to a brand that creates a strong online community, while almost two-thirds (63%) admit they are more likely to buy from a brand that leverages engaging social features on its app.

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The survey, which polled 500 consumers from the UK, also finds that consumers crave content from their peers in order to help them in making purchasing decisions. The majority (71%) of consumers state they prefer to view user-generated content over brand-generated content when considering whether to buy from a brand, while more than half of consumers (52%) agree that positive social proof, such as customer reviews, makes them more likely to buy from a brand. Amity’s research also sought to understand which in-app social features consumers felt best replicated human interactions during the lockdown period. Online communities came out strongly, with over a quarter (27%) admitting that they were the best means of replicating human interactions from a brand. This was second only to live chat (33%), a feature regularly part of brands online communities.

Francesca Gargaglia, CBO & COO at Amity, says: “In an increasingly digital world, consumers seek a sense of belonging from the brands they interact with. The results of this research emphasise the importance of online communities as an integral feature of a brand’s marketing strategy. Businesses must prioritise their digital communities to foster personalised brand-consumer relationships and establish a competitive advantage. Positive in-app communities enable an increased level of trust, build a loyal consumer base and in return, increase sales.”

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