QuestionPro publishes a representative community study on participants and potential

QuestionPro, one of the world's leading providers of technologies and services for market research and experience management, has published a representative study that describes demographic and psychographic characteristics of community participants and uncovers potential for attracting new community participants. 1.139 people were surveyed as part of a closed online survey. The community study was conducted in September 2021 and published in October 2021.

More than half of all respondents are interested in participating in the community

According to the community study, more than half of all respondents are interested in participating in an online community, namely 55,94%. Almost 30% of all respondents stated that they were already registered in an online community and more than 86% of all respondents use social media platforms.

News, testing new products and experienced community are more important than incentives

A third of all those surveyed in the community study said that the most important reasons for participating in an online community were that news and testing new products were in the foreground, followed by the experience of the community. Only one in ten respondents said that financial incentives and vouchers were the most important reasons for joining.

Community members want to express their own opinions

Almost 25% of all respondents to the QuestionPro Community study said that they prefer to take part in surveys within a community. More than 30% of respondents said they enjoy participating in discussions and sharing their opinions the most.

Creatives spend more time in a community

What is also interesting for the editors of the study is the fact that community participants who describe themselves as creative and want to actively support a brand spend more time within a community than those respondents who stated that they were primarily interested in incentives.

Paypal is way ahead when it comes to incentives

Four out of 10 respondents to the community study said that transferring money via Paypal is their most popular incentive method. Gift vouchers, such as from Amazon or Starbucks, are a popular incentive for one in four respondents to get actively involved in an online community. After all, almost 14% of all those surveyed in the community study would donate the points they collected to a good cause.

Creative and reliable

The majority of all respondents from the community study who are already registered in a community or are interested in registering say they are creative and reliable, feel very comfortable in the company of others and like to listen to others. One in three respondents said they were shy and didn't enjoy social events.

Undiscovered potential

QuestionPro's community study also shows what previously undiscovered and unused potential lies dormant among those surveyed: One in three respondents who are not registered in a community stated that they did not know the benefits of a community. Since even among those who are disinterested in online communities, news and testing new products were mentioned most as possible reasons for participation, there is a high probability of convincing this group to participate in an online community through clever, low-threshold benefit arguments can.

Free download of the community study

The complete QuestionPro community study can be downloaded free of charge at the following link: COMMUNITY STUDY

1:1 live online demo: QuestionPro’s community framework for market research and experience management

Do you have questions about the community study or would you like to get to know our community technology? Our experts will be happy to advise you in a 1:1 live online demo. Arrange a personal appointment now.

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