Internet Users Turn to Social Media to Seek One Another, Not Brands or Products
83% of online population, ages 13 to 54, use social media, says new Knowledge Networks report; 47% participate weekly
MENLO PARK, Calif/PRNewswire/ -- A new report by Knowledge
Networks gives advertisers, marketers and researchers a clearer picture
of the motivations and attitudes of social media users - with
sometimes-surprising results. 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.
Proportion of Social Media Users Who Turn to
Social Media When Making Purchase Decisions
(by Listed Product/Service Category & Frequency)
"Regularly" turn "Sometimes" turn
to social media to social media
Travel or travel services 4% 24%
Banks or financial services 4% 10%
Clothes or shoes 3% 23%
Eating out or restaurants 3% 21%
Cell/mobile phones and
service 2% 21%
Personal care products 3% 15%
Cars or trucks 2% 15%
Groceries or food 2% 13%
Prescription or OTC drugs 1% 10%
"How often do you refer to social media websites or features as a resource
for information, reviews, or recommendations when in the market for
(category)?" Base: Social media users (N = 418)
The study, How People Use(R) Social Media, was produced as part of
The Home Technology Monitor(TM), a service that provides highly
accurate views of which media technologies people own or have access
to, as well as how they are integrating those technologies into their
everyday lives. The research was conducted from March 10 through 16,
2009, among 502 members of KnowledgePanel(R), the only online panel
based on a representative sample of the full U.S. population.
"Social media use" was defined as having visited any one of 27
social sites or having used social features on other 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%
(see table).
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 percent 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
In addition, the report covers such topics as how social media use
affects media choice, feelings about advertising on social media, and
differences between users and non-users of social media.
For more information, contact David Stanton (Vice President,
Marketing Communications) at dstanton@knowledgenetworks.com
or (908) 497-8040.
Source: Knowledge Networks
CONTACT: David Stanton, Vice President, Marketing Communications of
Knowledge Networks, +1-908-497-8040, dstanton@knowledgenetworks.com
Web Site:
http://www.knowledgenetworks.com/
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