Though consumers and marketers are fairly aligned in their focus on Facebook—similar proportions of each segment use the social networking site—marketers tend to be out of synch with their audiences regarding the use of other popular social channels, according to a study by Pitney Bowes Software.
The new study reveals a disconnect between brands' eagerness to market via social media and consumers' attitudes about receiving messages via social channels.
Below, key findings from Pitney Bowes, based on an online survey of 3,000 adult consumers and 300 senior marketing decision-makers across five markets (Australia, France, Germany, the UK, and the US).
Across all markets, Facebook leads in adoption both by consumers and by marketers: 93% of consumers who use social media use Facebook, as do 84% of marketers who use social media for business.
However, marketers tend to be out of synch with their audiences regarding other social channels.
Among marketers who use social media for business and socialy-networked consumers:
- 57% of marketers say they use Twitter, compared with 31% of consumers who do so.
- 51% of marketers use Google+, compared with 21% of consumers.
- 41% of marketers have established a presence on YouTube, even though 53% of consumers use the video-sharing site.
A mere 5% of socially-networked consumers use Tumblr, compared with 26% of marketers.