Accordomg t0 the findings of the Harris Poll, conducted online between April 28 and 30, 2010, among 2,131 U.S. adults ages 18 and over.
- 64% of online Americans use social media
- 84% of social media users reveal information about themselves via social media channels
- Americans share:
- updates about their life (43%)
- what they are currently doing (36%)
- places they are going (31%),
- their dissatisfaction with companies, brands or products (26%)
- talking about companies, brands or products they like (23%)
- giving product reviews and recommendations (19%)
- 38% of online adults say they aim to influence others when expressing their preferences online
- 46% feel they can be brutally honest on the Internet.
- 43% of those 55 and older
- 78% of 18-34 year olds
- 71% of 35-44 year olds
- 59% of 45-54 year olds
Sharing Brand, Company or Product Recommendations via Social Media
All age groups who use social media are equally likely to share their dissatisfaction with a company, brand or product via social media
- 25% of those 18-34 years old
- 26% of those 35-44 years old
- 25% of those 45-54 years old
- 29% of those aged 55 and up
Nearly half of Americans who use social media say reviews about a particular company, brand or product from friends or people they follow on social networking websites influence them either a great deal or a fair amount (45%) – the same number as Americans who say reviews in newspaper or magazine articles influence them (46%).
Younger Generations Aim to Be Heard Online
Many people who express their preferences online intend to influence others. Nearly two in five online adults (38%) say they aim to influence others when they express their opinions online, including nearly half of 18-34 year olds (45%). In fact, it seems 18-34 year olds are less hesitant to voice their opinions, as half (51%) say they feel like they can be brutally honest on the Internet, compared to two in five of both 45-54 year olds (41%) and those 55 and up (40%). Additionally, over two in five 18-34 year olds (44%) have used social media as an outlet to rant or rave about a company, brand or product-much more so than those 55 and up (16%).