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.

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