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Social Consumers' Opinions More Credible Than Brands'

April 6, 2010

Consumer-based word-of-mouth (WOM) information is viewed as the most reliable source of information about brands on social networking sites: 38% of social networking users say posts from other consumers are most credible, followed by posts from brands themselves (32%), according to a survey from InSites Consulting.

Information posted by journalists (7%) and marketers (3%) is viewed much less favorably.

Although 44% of social networking users say a brand's posting about itself is credible, fewer US consumers overall (37%) say the same.

Below, other findings from the 14-country Social Media Study by InSites Consulting

Top Entities Consumers Fan or Follow

Among consumers who have become a fan of something on a social networking site, most cite entertainment or celebrity profiles as among their favorites:

  • A band: 44%
  • A famous person: 40%
  • A brand: 35%
  • A non-famous person: 24%
  • Other: 17%
  • None of the above: 10%

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  • by Don Don Tue Apr 6, 2010 via web

    Interesting data, thank you! Question, any idea why these 14 countries?

  • by steven van belleghem Wed Apr 7, 2010 via web

    Hi Don,

    We are a European research agency, so wanted to have an in-depth understanding of different European countries. Next to that, we wanted to have global insights as well and we selected a set of large countries on other continents to have this global overview. In a next study, we'll probably increase the number of participation countries.

    For more details, feel free to check the entire presentation of the study on slideshare, called: social media around the world 2010.


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