YouGov survey signals new social media era
|21 Feb 2012 2:14 GMT||Back|
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Social media does not necessarily prompt people to buy or be more positive about a product or service.
A recent YouGov survey found that 44% of social media users in the UK would not be more positive about a product their friends have followed or “Liked” on Facebook and 43% are unlikely to talk about a brand on a social media site even if they heard something positive about it.
Two in five (41%) claim to be getting bored of social media and are demanding more from social networking sites.
Interestingly, moneysavingexpert.com, the expert consumer financial advice site, now has as many active users as Twitter.
As well as featuring articles on financial products, moneysavingexpert.com allows users to create profiles, leave comments and interact in similar ways to other social media sites. This points towards a new phase – the rise of social sites with slightly more purpose than just connecting to people for the sake of it.
And, while social media offers brand marketers lots of opportunities to engage with consumers, they need to be mindful of how they use targeting models.
Nearly half of UK social media users (47%) object to seeing ads based on their profile activities, according to a recent YouGov survey.
Social media use remains very high. Almost two-thirds (65%) of the UK online population have used Facebook within the last month, making it the social media site with the highest percentage of active users.
Facebook use is virtually ubiquitous among the young, with 95% of 16-20 year olds and 74% of 21-24 year olds accessing the social networking site within the last month.
YouTube is the closest social media site behind Facebook, with half (50%) of all UK internet users using the site within the last month. The other big hitters, in terms of active users, are Twitter (23%), Windows Live (14%), LinkedIn (13%), Google + (12%) and Spotify (10%).
Dan Brilot, media consulting director at YouGov says: “With the ability to share, tweet and interact on any kind of site, almost a given, social media services increasingly need to have an extra raison d’être beyond merely being ‘social’ to make an impact in today’s crowded market.”