Some other interesting results from the survey are listed below.
- Americans are 22% less likely than the 24-country survey average to regularly check out brands’ social networking pages (35% vs. 45%).
- American women are 26% more likely than men to browse brand pages.
- There is no clear trend within the US when sorting by household income or educational level.
- Business owners are 61% more likely than those who don’t own a business to check out brand pages (53% vs. 33%), and senior executives and decision-makers are 72% more likely than those not in that position to do so (55% vs. 32%). Those results mirror findings regarding engagement with brands (see link above).
- Citizens of various emerging markets are most likely to browse brand pages. Of the 24 countries studied, respondents in India (81%), Indonesia (79%), Mexico (72%), Brazil (70%), China (67%), and Turkey (67%) showed the highest likelihood of checking out brands’ social networking pages.
- Europeans – in France (18%), Belgium (21%), the UK (23%), and Germany (24%) – are the least likely to visit brand pages.
About the Data: 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.