Social and Commercial Interaction

I just found an interesting study that claims consumers prefer that companies interact directly with them - especially through social networking sites.

What do you think?

I personally do not want to be targeted by companies. If I have a comment for one of their products I will seek them out. They should be easily accessible for consumers to come to them, but I do not want to hear from them. Also, according to the numbers below, I do not see that most consumers want to be contacted (pay attention to the ages). I would be curious to see the demographics of this study.

Please note that the below was taken from Research Brief: From the Center of Media Research.

Consumers Want to Interact With Companies on Social Media

56% of American consumers feel both a stronger connection with, and better served by, companies when they can interact with them in a social media environment.
Mike Hollywood, director of new media for Cone, observes that "... social media... it isn't an intrusion into their lives, but rather a welcome channel for discussion."
When Americans were asked about specific types of interactions:

43% say that companies should use social networks to solve my problems
41% want companies to solicit feedback on their products and services
37% feel that companies should develop new ways for consumers to interact with their brand
33% of men and 17% of women interact frequently (one or more times per week) with companies via social media

"The ease and efficiency of online conversation is likely a draw for men who historically do not seek out the same level of interaction with companies as women," says Hollywood. 33% of younger, hard-to-reach consumers (ages 18-34), believe companies should actively market to them via social networks, and the same is true of the wealthiest households (household income of $75,000+). Two-thirds of the wealthiest households and the largest households (3 or more members) feel stronger connections to brands they interact with online.