44% of Americans agree that social networking keeps them in the know about brands and products, according to the latest survey data released by Ipsos OTX. Still, Americans are 20% less likely on average to use social networks to keep updated than consumers in other countries: across the 24 markets tracked, 55% of respondents said they use social networks in this way. Within the US, some of the usual demographic trends seen in other social networking behavior apply.
Namely, women are more likely than men to leverage social networks for brand updates (by 20% in this case; 48% vs. 40%), and the 18-34 group is far more likely to do so than the 55+ crowd (63% vs. 27%). Taken alone, that figure for 18-34-year-olds is quite impressive in itself – almost two-thirds of young Americans keep updated on brands via social networking.
Prior research from Ipsos has shown that business owners show an above-average propensity to both engage with brands on social networks and regularly check out brand pages on social networks. Not surprisingly, the same trend holds true here, with 57% saying they keep in the know about brands and products via social media, compared to 43% of non-business owners surveyed. Additionally, senior executives and decision-makers are more likely than those not holding those positions to keep in the know via social media (57% vs. 42%), on-trend with their other social media brand engagement activities. (It’s obviously not a stretch that if they follow brands on social media and regularly check out their brand pages, they also use social media to keep up to date with those brands.)
With Americans being below-average in their likelihood to use social networks to keep tabs on brands, it’s worth taking a look at what countries skew furthest from the average. India – at a massive 90% of respondents – leads in above-average propensity to use social networks for keeping informed about brands, followed by Indonesia (86%), Turkey (86%), Brazil (81%) and China (80%). On the other end, consumers in France (23%), Germany (26%), and Belgium (28%) don’t seem too interested in using social media to keep up to date with brands.
About the Date: The Ipsos data is based on a weighted sample size of 12,000, from an online survey conducted between November 6th and 20th, 2012 across 24 countries, with adults aged 18-64 in the US and Canada, and 16-64 in all other countries. The US data is based on a sample size of 500.
The countries reporting were: Argentina, Australia, Belgium, Brazil, Canada, China, France, Germany, Great Britain, Hungary, India, Indonesia, Italy, Japan, Mexico, Poland, Russia, Saudi Arabia, South Africa, South Korea, Spain, Sweden, Turkey and the US.