Social network users feel more connected to friends and family these days even as their face-to-face interactions dwindle, according to results of a new Harris Poll.
6 in 10 SocNet Users Feel More Connected
Six in 10 (59%) of social network users say they feel more connected to people now than previously. That figure is highest among 18-to-34-year-olds (63%) and females (61%). Similar percentages (58% overall, 63% of 18-to-34-year-olds, 60% of females) say they keep in touch with friends more now than in the past.
Social network users say this even as majorities admit they recently have had less face-to-face contact with friends (55%) and know what’s going on with many of their friends and acquaintances, but don’t interact with them personally or individually (60%). Negative emotional impact of this loss of personal contact appears small, as only 32% of social network users feel lonelier now than previously.
SocNet Users Value Opinions
One key statistic for marketers to note is that 60% of social network users value the opinions others share on social media. This may explain why a little more than half (53%) would rather to listen to others’ opinions on social media than share their own. In addition, only four in 10 (41%) social network users feel important when giving brand, product and service feedback.
In all cases, 18-to-34-year-old users reply in the positive more than older age groups. Most notably, 68% of the youngest users value the opinions others share on social media and 47% feel important when giving brand, product and service feedback.
SocNet Good Interface for Acquaintances
Forty-four percent of social network users would prefer to interact with acquaintances via social media rather than face-to-face. This percentage drops for interactions with friends (23%) and family (19%).
A substantially higher 59% of 18-to-34-year-old users would prefer to interact with acquaintances via social media rather than face-to-face.
9 in 10 Online Adults Use Social Media
Nine in 10 (87%) online adults use social media. Overall, the highest percentage (22%) uses social media less than one hour per week. The highest percentage of 18-to-34-year-olds (17%) uses social media six to 10 hours per week.
Most Companies Have Social Media Strategies
Reflecting widespread adult use of social media, about three-quarters (72%) of companies currently have a social media marketing strategy, according to recent data from King Fish Media, Hubspot and Junta 42.
Of the 27% without a social media marketing strategy (1% were undecided), 80% plan to have one within the next 12 months. Furthermore, only 11% of companies without a strategy definitely do not plan to implement one in the next 12 months, with 9% undecided.