Harris Data on the ‘What’ & ‘Why’ of Social Media

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:

  1. Friends & family
  2. Reviews from newspapers or magazines (experts/professional/editorial)
  3. One’s broader network
  4. Blogs/message boards
  5. Celebrity “reviews” (most influential on the 18-34 yr old group)

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