Social Media Pervasive Among Online Americans

Share Article

Polaris Marketing Research Inc. and its data collection partner SSI announced today the results of its latest study of American consumer behavior online. In an online survey of 1,000 American consumers, only 17 percent of respondents indicated that “they don’t use any social media,” and those non-users were significantly more likely to be men than women. Among those respondents using social media, Facebook was most popular.

News Image
We were not surprised to see that Google+ is already used by as many online Americans as LinkedIn and MySpace at this point in its development"

Polaris Marketing Research Inc. and its data collection partner SSI announced today the results of its latest study of American consumer behavior online. In an online survey of 1,000 American consumers, only 17 percent of respondents indicated that “they don’t use any social media,” and those non-users were significantly more likely to be men than women. Among those respondents using social media, Facebook was most popular.

“We were not surprised to see that Google+ is already used by as many online Americans as LinkedIn and MySpace at this point in its development,” said Polaris President Jan Carlson. “What’s especially interesting is that Facebook is used significantly more by women than by men, where Google+, at least with these early adopters, appeals equally to men and women.”

Additionally, respondents who said they “check Facebook several times a day” (55 percent of Facebook users) are more likely to use other social media as well. For example, frequent Facebook users are more likely to use YouTube (61percent vs. 43 percent for less frequent Facebook users), Twitter (41 percent vs. 20 percent for less frequent Facebook users) and LinkedIn (28 percent vs. 23 percent for less frequent Facebook users).

Polaris and SSI conducted online surveys with a representative sample of 1,000 American consumers during the week of August 15, 2011.

Founded by Jan Carlson, Polaris Marketing Research is a full-service firm that provides state-of-the-art online interactive marketing research reporting, interviewing and data collection, quantitative and qualitative research expertise and personalized project management.
Atlanta-based Polaris Marketing Research is affiliated with the Council of American Survey Research Organizations, the American Marketing Association and the Marketing Research Association.

Bringing together Survey Sampling International and Opinionology, SSI is the premier global provider of world-leading sampling, data collection and data analytic solutions for survey research. SSI reaches respondents in 72 countries via internet, telephone, mobile/wireless, and mixed access offerings. Value-add services include questionnaire design consultation, programming and hosting, data processing and real-time reporting. SSI serves more than 2,000 clients, including the top 50 research organizations. It has 30 offices serving clients around the world.

For more information, contact Danica Kwon.

###

Share article on social media or email:

View article via:

Pdf Print

Contact Author

Danica Kwon
Visit website

Media