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In January 2010, approximately 100,000 Internet enthusiasts gathered for Campus Party Brazil – recognized as a major global event for online entertainment, gaming and social media enthusiasts. A survey of 407 participants reveals important information about the habits and attitudes of heavy Internet and social media users toward brands and companies.
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COMPANIES AND CONSUMERS IN SOCIAL MEDIA
SOCIAL MEDIA AND CUSTOMER CONFIDENCEInterviews: 407 Survey Period: January 27-28, 2010Location: Campus Party Brazil, São Paulo
In January 2010, approximately 100,000 Internet enthusiasts gathered for Campus Party Brazil – recognized as a major global event for online entertainment, gaming and social media enthusiasts.
A survey of 407 participants reveals important information about the habits and attitudes of heavy Internet and social media users toward brands and companies.
RESPONDENTS• Primarily young and have an advanced level of education• Most use mobile Internet connections (laptops, mobile phones)• Heavy users of social media and participate in multiple channels• They are considered to be online influencers and represent a segment within The Jeffrey Group’s
WebfluentialSM database of online audiences
FINDINGS SUMMARY
Companies and social media
• 97% agree that the future of communication between businesses and consumers is in social media
• 86% claim to trust a company more if it interacts with its customers in social media
• 83% think that companies are afraid of opening channels of dialogue with consumers using social media
• 73% use social media to speak out about companies, products and services
• 67% rely upon comments found online about a company and its products
SOCIAL MEDIA PARTICIPATION
Q. Which social media service do you most frequently use?
5%
2%
3%
Blog
Forums
Instant Messages
Orkut
YouTube
Others
• Twitter is the most used social media channel:
32%
• Instant Messengers (23%) and Orkut (20%) also
stand out
Base: 407 interviews
• Company Web sites are the most reliable sources
• Comments from other consumers on the network
also have high relevance
• Taken together, all social media channels (Twitter,
blogs, comments) have more credibility weight
CREDIBILITY
Q. When you search for in-depth information on a company or its
products and services on the Internet, which channels do you
consider most reliable?
List the top 3
Others 22
News Site
Commerce Site
Search Engine
Blogs
Online Comments
Corporate Site
63
83
103
157
201
274
315
0 50 100 150 200 250 300 350
Base: 407 interviews
More Credible
TRUST THROUGH SOCIAL MEDIA
Indicate if you agree or disagree with the following statment.
“I have more confidence in companies who use social media
to communicate with their customers.”
• 86% are more confident about dealing with companies who
communicate with thier customers via social media
• About 11% disagree with the statement
Agree
Disagree
Partially Agree
Don’t Know
3%
61%
11%
25%
Base: 407 interviews
FUTURE OF COMMUNICATION
Indicate if you agree or disagree with the following statment.
"The future of communication between businesses and consumers
is in social media.”
Base: 407 interviews
Agree
Disagree
Partially Agree
Don’t Know75%
20%
2%
3% • 75% of respondents agree that the future of corporate-
to-consumer communication is in social media
• 20% agree but with some doubts
• 3% disagree
BUSINESS AND SOCIAL MEDIA
Q. Do you ever make comments about companies or their
products in social media?
Base: 407 interviews
Yes
No
27%
73%
73% of those interviewed say they do use social media to
make statements or comments about companies and their
products.
For more information or a complete copy of the survey, write to: [email protected]
© 2010 The Jeffrey Group
