Los Angeles, CA (PRWEB) May 27, 2010
The MarketingProfs survey looks at both consumers who have adopted the social network platform for personal conversation as well as marketers who use the social network to enhance marketing communications programs for companies worldwide. MarketingProfs surveyed a sample of its membership of professional marketers and a consumer panel representing the general population with Facebook profiles. The survey was conducted from May 18 to May 21 via the Web. To view more survey details...
a. Among consumers aware of the changes, a fourth (24%) report they are “very concerned” and almost another half (45%) report they are “somewhat concerned.”
b. Marketers aware of the changes are slightly more concerned than the consumers on average: 3 in 10 (29%) report they are “very concerned” and 4 in 10 (41%) are “somewhat concerned.”
3. Trust in Facebook has been shaken among both consumers and marketers as a result of the policy change.
a. Of those aware of the privacy change, over a third of consumers (36%) and 3 in 10 marketers (30%) agree that they “have lost trust in Facebook as a company.”
b. And both consumers and marketers aware of the change are even more likely to agree that they “have lost trust in Facebook’s use of their information” (42% of consumers and 47% of marketers).
5. Yet when asked in general about change in usage over the next three months, the level of use for business and personal communications is expected to increase among all users (not just those aware of the policy change)
a. Both consumers and marketers are significantly more likely to report that they expect their usage of Facebook to increase rather than decrease over the next three months (24% vs. 11%).
b. Consumers are 3 times as likely to say their usage will increase rather than decrease, and marketers are 2 times as likely to say their usage will increase than decrease (20% vs. 6%).
c. Note, while this appears to indicate growth in use will continue regardless of the change in policy, we don’t have a comparable measure before the change was announced, so this might actually be a decline from what consumers and marketers would have reported before the privacy change.
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