NEW YORK: Consumer engagement with brands is rising on Google+, the fledgling social network, but many major marketers have proved slow to embrace the platform, a study has shown.
In a new report, Simply Measured, the research firm, stated that 62 of the world's 100 biggest brands, as identified by Interbrand, the consultancy, had joined Google+ in the last three months.
However, 61 of these brands had established a presence on the site within the first month they were allowed to do so, whereas just one new brand registered in the latter two month period.
In all, 15 brands made posts to Google+ more than three times per week, an improvement from 11 in the last round of analysis, suggesting an increasing engagement on the part of marketers.
Overall, the number of brands included in the "Circles" of at least 5,000 users rose from 13% to 21%. Indeed, 13 have now been added to these groups by over 100,000 people, whereas none had crossed this benchmark in December 2011.
In aggregate, the featured brands had been included in the "Circles" of 3.6m Google+ users overall, compared with 300,000 at the close of 2011. Moreover, 36 brands have seen their scores on this measure expand by at least 100% in this timeframe.
"This momentum in audience size may lead to early adopters gaining a major lead over brands slow to adopt," the study argued.
More specifically, this activity has become highly concentrated, with the 13 most popular brands taking a 97% share of all such engagement.
H&M, the apparel group, had the highest number of "Circlers" on 456,365, ahead of Samsung USA on 370,611, Pepsi on 347,035, Starbucks on 333,548 and Burberry on 332, 435.
Coca-Cola had enjoyed particularly rapid growth in this area, climbing by 1,102% to 326,096, while Ford was up by an even more impressive 2,458%, on 182,284.
Unsurprisingly, Google led in terms of the greatest amount of comments linked to its profile on 6,681, beating Samsung USA on 3,216, H&M on 2,018 and HTC on 1,766.
Elsewhere, JP Morgan, Danone, Cartier, Credit Suisse and Pizza Hut were just some of the brands yet to make any "outbound" posts, despite having signed up to Google+, the study added.
In a new report, Simply Measured, the research firm, stated that 62 of the world's 100 biggest brands, as identified by Interbrand, the consultancy, had joined Google+ in the last three months.
However, 61 of these brands had established a presence on the site within the first month they were allowed to do so, whereas just one new brand registered in the latter two month period.
In all, 15 brands made posts to Google+ more than three times per week, an improvement from 11 in the last round of analysis, suggesting an increasing engagement on the part of marketers.
Elsewhere, the study looked at each brand's number of "Circlers". The term "Circles" in this context applies to the groups that Google+ members can choose to sort their contacts in to.
Overall, the number of brands included in the "Circles" of at least 5,000 users rose from 13% to 21%. Indeed, 13 have now been added to these groups by over 100,000 people, whereas none had crossed this benchmark in December 2011.
In aggregate, the featured brands had been included in the "Circles" of 3.6m Google+ users overall, compared with 300,000 at the close of 2011. Moreover, 36 brands have seen their scores on this measure expand by at least 100% in this timeframe.
"This momentum in audience size may lead to early adopters gaining a major lead over brands slow to adopt," the study argued.
More specifically, this activity has become highly concentrated, with the 13 most popular brands taking a 97% share of all such engagement.
H&M, the apparel group, had the highest number of "Circlers" on 456,365, ahead of Samsung USA on 370,611, Pepsi on 347,035, Starbucks on 333,548 and Burberry on 332, 435.
Coca-Cola had enjoyed particularly rapid growth in this area, climbing by 1,102% to 326,096, while Ford was up by an even more impressive 2,458%, on 182,284.
Unsurprisingly, Google led in terms of the greatest amount of comments linked to its profile on 6,681, beating Samsung USA on 3,216, H&M on 2,018 and HTC on 1,766.
Elsewhere, JP Morgan, Danone, Cartier, Credit Suisse and Pizza Hut were just some of the brands yet to make any "outbound" posts, despite having signed up to Google+, the study added.
Data sourced from Simply Measured; additional content by Warc staff
