More than two-thirds (68%) of online Americans say they visit online blogs, communities or social networks, and 33% engage in product research online to help them make purchase decisions, according to (pdf) the August/September 2008 Insight Report from MarketTools.
The frequency of social media visits also is on the rise, with 42% of adults saying they visit these sites more now than they did six months ago.
Social Media by Generation
Nearly one in five of all adults (19%) say they visit blogs, communities or social networks daily, with a higher percentage of women saying so (22% vs. 16%). Percentages of daily visitors decrease as respondents get older:
Social Media for Product Research
Many Americans visit blogs, communities and social networks with the specific intent of researching products:
Impact on Purchasing Decisions
The research also indicates that blogs, communities and social networks have a direct impact on purchasing decisions:
“Our research sheds new light on just how ingrained blogs, communities and social networking sites have become in our daily lives,” said Beth Rounds, SVP of research solutions at MarketTools. “Insight into what drives consumers to buy, how to tailor content to different demographics, and even how to better engage with target consumers in these increasingly influential online forums, will all have a significant impact on organizations’ success and competitive advantage in the marketplace.”
About the research: MarketTools Insight Reports are regular reports of findings on topical, national issues of interest. Data is based on feedback from 1,000 online US respondents age 18+, drawn from ZoomPanel, MarketTools’ proprietary online sample source.
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