social networkers shun brands and products in favour of each other
May 2009
US - Internet users turn to social media to seek one another - not brands or products, according to a report by Knowledge Networks.
The report gives advertisers, marketers and researchers a clearer picture of the motivations and attitudes of social media users — with sometimes-surprising results.
"Our findings show that marketers need to be prudent and people-centric in how they approach social media," said David Tice, vice president and group account director, Knowledge Networks.
While 83% of the Internet population (ages 13 to 54) participates in social media — 47% on a weekly basis — less than 5% of social media users regularly turn to these sites for guidance on purchase decisions in any of nine product/service categories.
In addition, only 16% of social media users say they are more likely to buy from companies that advertise on social sites.
Participation in social media is indeed widespread among those 13 to 54; but when Knowledge Networks asked users whether they regularly turn to these sites when trying to make a purchase decision, the highest percentages among nine categories were 4%, for travel and banks/financial services.
Responses for clothes/shoes, restaurants, mobile phone services and five other categories ranged from 1% to 3%.
Almost two thirds (63%) of social media users agree that ads are a "fair price to pay" for use of these sites and features; but a much smaller proportion (16%) say they are more likely to buy from advertising brands.
"Staying connected" — to friends and family, as well as meeting new people — is by far what is "most liked" (54%) about participating in social media.
The study also shows that: 34% of social media users report using these sites or features more often now compared to a year ago, while 18% said they use them less; just 1% of the total online population — and the same proportion of social media participants — uses Twitter once a week or more; 60% of social media participants say they only access these sites and features at home
Tice added, "Social media users do not have a strong association between these sites and purchase decisions; they see them as being more about personal connection — so finding ways to embrace that powerful function is key. The fact that they are using social media more now than a year ago is a strong indicator that the influence of these sites and features is here to stay."
The study, How People Use Social Media, was conducted in the US in March [results released in May 09].
Source: Utalk marketing.com
The report gives advertisers, marketers and researchers a clearer picture of the motivations and attitudes of social media users — with sometimes-surprising results.
"Our findings show that marketers need to be prudent and people-centric in how they approach social media," said David Tice, vice president and group account director, Knowledge Networks.
While 83% of the Internet population (ages 13 to 54) participates in social media — 47% on a weekly basis — less than 5% of social media users regularly turn to these sites for guidance on purchase decisions in any of nine product/service categories.
In addition, only 16% of social media users say they are more likely to buy from companies that advertise on social sites.
Participation in social media is indeed widespread among those 13 to 54; but when Knowledge Networks asked users whether they regularly turn to these sites when trying to make a purchase decision, the highest percentages among nine categories were 4%, for travel and banks/financial services.
Responses for clothes/shoes, restaurants, mobile phone services and five other categories ranged from 1% to 3%.
Almost two thirds (63%) of social media users agree that ads are a "fair price to pay" for use of these sites and features; but a much smaller proportion (16%) say they are more likely to buy from advertising brands.
"Staying connected" — to friends and family, as well as meeting new people — is by far what is "most liked" (54%) about participating in social media.
The study also shows that: 34% of social media users report using these sites or features more often now compared to a year ago, while 18% said they use them less; just 1% of the total online population — and the same proportion of social media participants — uses Twitter once a week or more; 60% of social media participants say they only access these sites and features at home
Tice added, "Social media users do not have a strong association between these sites and purchase decisions; they see them as being more about personal connection — so finding ways to embrace that powerful function is key. The fact that they are using social media more now than a year ago is a strong indicator that the influence of these sites and features is here to stay."
The study, How People Use Social Media, was conducted in the US in March [results released in May 09].
Source: Utalk marketing.com
