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One-Third of Americans Recommend Brands They Like, Follow

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Nearly two in five online adults worldwide (38%) say they have recommended a brand they "like" or follow on a social networking site; however, that level varies dramatically across geographic regions, according to a new survey from Ipsos OTX and Ipsos Global @dvisor.

Among online adults surveyed worldwide:

  • Latin Americans are the most likely to recommend a brand they like or follow via social networks: 53% say they have done so, followed by those in the Middle East and Africa (49%) and BRIC nations (Brazil, Russia, India, and China) (58%).
  • North Americans are the least likely to recommend a brand they like or follow: 31% have done so overall, with Americans (35%) more likely than Canadians (27%) to do so, according to the report.

Below, additional findings from Socialogue, a 24-country survey conducted by Ipsos OTX and Ipsos Global @dvisor.

How much influence do such recommendations wield?

Overall, nearly one in four (22%) online adults worldwide say they've bought a brand because a friend recommended or followed the brand online.


In the US, the likelihood to recommend brands via social networks varies by gender, age, and income level: 

  • Online women are more likely than men to recommend a brand they like or follow (41% vs. 29%).
  •  Younger Internet users (age 35 and younger) are over twice as likely as older users (age 50-64) to make such recommendations (48% vs. 20%).
  • Online adults in higher-income brackets are more likely than those in lower-income brackets to recommend brands they like or follow (36% vs. 28%).

Other key findings among online Americans:

  • Married people are slightly more likely than others to recommend a brand they like or follow (38% vs. 32%).
  • Senior decision-makers are more likely than others to recommend brands they like or follow via social networks (44% vs. 34%).

About the study: Findings are from a 24-country survey of online adults conducted by Ipsos OTX and Ipsos Global @dvisor in March 2012.


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