Earlier this week pollster Harris published some interesting data from a consumer survey conducted in April (n=2,131) about social media attitudes and motivations:
[N]early two-thirds (64%) of online Americans use social media, and most social media users (84%) reveal information about themselves via social media channels.
Among the findings is also a discussion of the influence of reviews and their various sources (click to enlarge graphics).
While 84% of social media users are providing tweets and updates, more than 20% are discussing brands and products or generating reviews. The following charts show the relative influence of reviews by content source and by age group:
The hierarchy of review influence is:
- Friends & family
- Reviews from newspapers or magazines (experts/professional/editorial)
- One’s broader network
- Blogs/message boards
- Celebrity “reviews” (most influential on the 18-34 yr old group)