Social Consumers' Opinions More Credible Than Brands'
Published on 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
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Comments
Interesting data, thank you! Question, any idea why these 14 countries?
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.
STeven