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Companies and Consumers in Social Media

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In January 2010, approximately 100,000 Internet enthusiasts gathered for Campus Party Brazil – recognized as a major global event for online entertainment, gaming and social media enthusiasts. …

In January 2010, approximately 100,000 Internet enthusiasts gathered for Campus Party Brazil – recognized as a major global event for online entertainment, gaming and social media enthusiasts.

A survey of 407 participants reveals important information about the habits and attitudes of heavy Internet and social media users toward brands and companies.

Published in: Business, Technology

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Transcript

  • 1. COMPANIES AND CONSUMERS IN SOCIAL MEDIA
  • 2. SOCIAL MEDIA AND CUSTOMER CONFIDENCE
    Interviews: 407
    Survey Period: January 27-28, 2010
    Location: Campus Party Brazil, São Paulo
    In January 2010, approximately 100,000 Internet enthusiasts gathered for Campus Party Brazil – recognized as a major global event for online entertainment, gaming and social media enthusiasts.
    A survey of 407 participants reveals important information about the habits and attitudes of heavy Internet and social media users toward brands and companies.
    RESPONDENTS
    Primarily young and have an advanced level of education
    Most use mobile Internet connections (laptops, mobile phones)
    Heavy users of social media and participate in multiple channels
    They are considered to be online influencers and represent a segment within The Jeffrey Group’s WebfluentialSM database of online audiences
  • 3. FINDINGS SUMMARY
    Companies and social media
    97% agree that the future of communication between businesses and consumers is in social media
    86% claim to trust a company more if it interacts with its customers in social media
    83% think that companies are afraid of opening channels of dialogue with consumers using social media
    73% use social media to speak out about companies, products and services
    67% rely upon comments found online about a company and its products
  • 4. SOCIAL MEDIA PARTICIPATION
    Q. Which social media service do you most frequently use?
    2%
    Blog
    5%
    Facebook
    3%
    Forums
    Instant Messages
    Orkut
    • Twitter is the most used social media channel: 32%
    • 5. Instant Messengers (23%) and Orkut (20%) also stand out
    Twitter
    YouTube
    Others
    Base: 407 interviews
  • 6. CREDIBILITY
    Q. When you search for in-depth information on a company or its
    products and services on the Internet, which channels do you
    consider most reliable?
    List the top 3
    22
    Others
    • Company Web sites are the most reliable sources
    • 7. Comments from other consumers on the network also have high relevance
    • 8. Taken together, all social media channels (Twitter, blogs, comments) have more credibility weight
    63
    Twitter
    Commerce Site
    83
    Blogs
    103
    157
    News Site
    201
    Search Engine
    Online Comments
    274
    Corporate Site
    315
    Base: 407 interviews
    More Credible
    0
    50
    100
    150
    200
    250
    300
    350
  • 9. TRUST THROUGH SOCIAL MEDIA
    Indicate if you agree or disagree with the following statment.
    “I have more confidence in companies who use social media
    to communicate with their customers.”
    3%
    Agree
    • 86% are more confident about dealing with companies who communicate with thier customers via social media
    • 10. About 11% disagree with the statement
    Disagree
    25%
    Partially Agree
    61%
    11%
    Don’t Know
    Base: 407 interviews
  • 11. FUTURE OF COMMUNICATION
    Indicate if you agree or disagree with the following statment.
    "The future of communication between businesses and consumers
    is in social media.”
    2%
    Agree
    • 75% of respondents agree that the future of corporate-to-consumer communication is in social media
    • 12. 20% agree but with some doubts
    • 13. 3% disagree
    3%
    Disagree
    20%
    Partially Agree
    75%
    Don’t Know
    Base: 407 interviews
  • 14. BUSINESS AND SOCIAL MEDIA
    Q. Do you ever make comments about companies or their
    products in social media?
    Yes
    No
    27%
    73% of those interviewed say they do use social media to make statements or comments about companies and their products.
    73%
    Base: 407 interviews
  • 15. For more information or a complete
    copy of the survey, write to:
    digital@jeffreygroup.com
    © 2010 The Jeffrey Group