3 in 10 Americans Post Content on Brands’ SocNet Sites

February 5, 2013

This article is included in these additional categories:

Boomers & Older | Brand Metrics | Digital | Europe & Middle East | Men | Social Media | Women | Youth & Gen X

Ipsos-US-Content-Posting-on-Brand-Social-Sites-Feb201329% of American adults post questions, ideas, and pictures on brands’ social networking sites, per the latest survey results from Ipsos Open Thinking Exchange (OTX), representing a prime opportunity for brands to engage with consumers and perhaps take advantage of their increasing willingness to co-create products and collaborate with brands. Still, Americans are behind the 24-country average polled by Ipsos: 35% of respondents across the entire sample said they post content to brands’ social sites to get advice or information.

Within the US, 37% of 18-34-year-olds said they post content to brand pages, compared to 31% of 35-49-year-olds and 17% of 50-64-year-olds. While previous survey results from Ipsos have shown women to be more socially engaged with brands than men, this survey does not turn up a dramatic gender difference in propensity to post content on brand pages (31% female vs. 27% male).

One trend that has applied over previous Ipsos surveys and continues to hold true in these results is how engaged business owners and senior executives and decision-makers are. 54% of each group said they post content on brands’ social networking sites, almost double the national average of 29%.

Looking across the 24-country sample, some other standouts include:

  • 70% of Indonesians posting content on brands’ social sites;
  • Just 12% in Japan following suit; and
  • The absence of any gender gap whatsoever across the total sample.

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.


Explore More Articles.

Marketing Charts Logo

Stay on the cutting edge of marketing.

Sign up for our free newsletter.

You have Successfully Subscribed!

Pin It on Pinterest

Share This