More than six in ten online Canadians (62%) say they have a social networking profile; among them 48% "like" or "follow" at least one brand or company on a social site and 49% say their views of products and brands are influenced by recommendations of those in their social network, according to a survey from Ipsos.
The influence of social network recommendations is strongest among socially networked Canadians age 18-34 (56%) and less so among those age 55+ (40%).
Within social networks, being liked is key: 41% of Canadians with a social networking profile say they are influenced when those in their social network like or follow a brand or product.
Once again, that influence is more prevalent among socially networked Canadians age 18-34 (46%) than among those age 55+ (34%).
Below, other findings from Ipsos's 2011 Canadian Interactive Reid Report.
Social Media Demographics
Younger online Canadians (age 18-34) (86%) are the most likely to have a social networking profile, but other age groups are engaged with social activities, too: 62% of those age 35-54 have a social profile as do 43% of those age 55+.