SOURCE: RadiumOne


March 27, 2013 08:00 ET

RadiumOne Finds Over 70 Percent of Consumers Favor Using Hashtags on Mobile Devices and Nearly Half Feel Motivated to Explore New Content When Hashtags Are Present

New Survey Focuses on Opinions of Social's Power Purchasers and Reveals Consumer Hashtag Behavior

SAN FRANCISCO, CA--(Marketwire - Mar 27, 2013) - RadiumOne, a leader in programmatic advertising, today announced findings from its mobile hashtag survey, which evaluated how consumers perceive, value, and use hashtags. RadiumOne's survey revealed that over half of the respondents utilize hashtags and almost three fourths do so from their mobile devices. The majority of this group also claimed they would explore new content and share product information via hashtags if advertisers awarded discounts. These findings present brands and agencies with new insight into how best to target their audience and implement future hashtag campaigns. To view the full survey, please visit RadiumOne's Company Resources page.

"Unlike other forms of social sharing, hashtags implicitly reflect customer sentiment and are one of the most powerful ways consumers have to vocalize their tastes and preferences at scale in a real-time fashion," said Kamal Kaur, vice president, mobile at RadiumOne. "We conducted this survey to help advertisers better manage their brands by responding to the needs and wants of their client base through winning hashtag campaigns."

Key findings from the survey, which polled the opinions of 494 participants, include:

  • 58 percent of respondents utilize hashtags on a regular basis, and 71 percent of regular hashtag users do so from their mobile devices
  • 43 percent of respondents think hashtags are useful and 34% use them to search/follow categories and brands of personal interest
  • 51 percent of respondents would share hashtags more often if they knew advertisers awarded discounts for sharing product based hashtags
  • 41 percent of respondents use hashtags to communicate personal ideas and feelings

Hashtags have become one of the most ubiquitous symbols used in social sharing, with the five most notable Twitter hashtags generating upwards of 11.7 million mentions over the last year. Just last month, over half of all Super Bowl ads contained a hashtag reference, and many advertisers, including RadiumOne client Hyundai, implemented hashtag targeting campaigns to drive continued video views even after the commercials premiered. In Hyundai's case, 70 percent of consumers who clicked on their ad ended up watching the full advertisement from beginning to end -- further validating the influence of hashtags on viewability.

RadiumOne's mobile hashtag survey represented the opinions of predominately female (71 percent), middle-aged (44 percent) respondents who favor using hashtags from their mobile devices. While it's indisputable that Generation C (18-24 year olds) are the heaviest social users, comScore credits middle-aged women (45 plus), as the group most responsible for growth in social media site usage.

About RadiumOne
RadiumOne is changing the face of online advertising through a unique combination of programmatic buying, proprietary data, patent-pending intelligence algorithms, and multi-channel capabilities. Each month, we engage directly with 700 million unique consumers and generate over 10 billion sharing events. Within milliseconds, we can filter this data through our ShareGraph intelligence layer, build real-time audiences for our brands, and target ads across the more than 25 billion real-time impressions we see each day. Spanning the Web and Mobile, we offer advertisers the ability to reach the right consumer at the right time, no matter where they might be. Founded by online advertising pioneer Gurbaksh Chahal and based in San Francisco, RadiumOne has offices across the US and Europe. To learn more about RadiumOne, please visit

Contact Information

  • Media Contact for USA:
    Richard L. Tso
    Barokas Public Relations for RadiumOne
    (206) 456-9630
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