A new survey conducted by inboxQ highlights the importance of actively engaging consumers on social media.

A new survey conducted by inboxQ highlights the importance of actively engaging consumers on social media. According to the report, nearly 60 percent of respondents are open to receiving communications from a brand on Twitter and are also more likely to buy from brands that answer their questions via the microblogging site.

Many Americans use Twitter to get shopping advice from their connections. For example, 13 percent take to the social network to ask questions about products and services, 12 percent do so for tech support and 11 percent leverage their followers to garner local suggestions.

Consumers' inquisitive use of Twitter gives brands the opportunity to engage these individuals and perhaps influence their purchasing decisions, with 80 percent of respondents indicating they trust a brand's response as much as their friends' opinions. Helping consumers out can lead to big rewards, with 59 percent saying they are more likely to follow a brand that has answered their questions.

As more American consumers use Twitter, the network will play an increasingly important role in business' social media content strategies. As Brafton has reported, a recent Pew Research Center study shows that Twitter penetration among Americans has grown from 8 percent last year to 13 percent in April.