Consumers are most definitely in the driver's seat when it comes to engaging with retail brands on social. In fact, they initiate an extraordinary 93 percent of social conversations with brands. But some brands are not responding in the way that customers want.
Men tend to be more active than women in retail social conversations around videogames, hardware and sporting goods.
Men accounted for 55 percent of the Twitter conversation around Home Depot and 65 percent of the Twitter conversation around GameSpot.
James Lovejoy, content and research manager, Brandwatch said: "Brands that are lagging in the area of social engagement stand to lose more than just "followers" and "likes"; they are forfeiting deep insights and a good knowledge of their audiences - both necessities to raising the bar and supporting the business holistically."