A total of 1,510 consumers participated in the survey, answering questions about the role, reliability and impact of social, online and traditional media.
They also took part in an experiment. The respondents represented a cross-section of Dutch society.
Trust in mediafairly low
EXTRA INSIGHTS
2013 2014
IMPACT OF SOCIAL MEDIA #SMING14
For further information please contact External Communications at ING Netherlands [email protected] +31 20 - 576 41 90 @INGnl_nieuws
HOW DO WE FEEL ABOUT NEWS ON SOCIAL MEDIA?
10 KEY INSIGHTS RELIABILITY BEHAVIOURIMPACT
EXTRA INSIGHTS CONTACT WITH NEWS
Social media usage is stagnating.
Use of online news sites is downcompared to 2012 and 2013.
News apps are an important means of news consumption.
Consumers in 2014 see news as frequently via online and social media as in 2013.
Social media are least reliable for news & current affairs.
Despite this 1 in 3 consumers are more likely to act on news more actively as a result of social media: more sharing & more dialogue.
Informative television, newspapers, news sitesand news apps are the most impactful.
Impact of social and other media on knowledge, attitude and behaviour were unchanged compared to 2013.
The more reliable the sender, the greater the impact.
Tweets are less reliable and impactful than online ortraditional news reports from the same sender.
Do we consider newsto be reliable?
Does it change our knowledge,attitude and behaviour?
What do we dowith it?
ING has conducted its third social media impact survey (#SMING14)
among consumers to gain an insight into the role, reliability and
impact of social media and the developments of the past three years.
USE OF
IS STAGNATING Use ofonline newssitesis declining
News appsare
widely used
2012 2014
Consumers sees newsas often through online
and on social media
Sees news every week through: Never sees news through:
Tweet recognised sender27% more impactful
than tweet fromunknown sender
Least reliable Most impactful act more actively on news
1 in 3
In the event of weeklycontact with news &
current affairs 2 in 5 actmore actively on news
ONLINE MEDIASOCIAL MEDIAONLINE MEDIA
IN CONTACT WITH NEWS
SOCIAL MEDIASocialmedia
66%58%
on a weeklybasis
43%
27%
18%
Socialmedia
Onlinemedia
USAGE
NEWS SITES
NIEUWS APPS
NEWSVIA
SOCIAL MEDIA
Onlinemedia
EXTRA INSIGHTS
NEWSPAPERTV
TV &NEWSPAPERS
SOCIALMEDIA
News via:
3 to 4 timesas much impact
IN 2014
...!
“...”
IMPACT
ONLINE & SOCIAL MEDIA
4.3
4.9
3.7
Traditional
Social Media
2012
5.1
4.3Online
4.7
3.9
News Apps
People talk more aboutsocial media and share
more news, current affairsonline & offline
? 27%moreimpact
2013 2014
4.8 4.9
3.8
On a scale of 1 to 7
Impact on...
SOCIAL MEDIA
23% KNOWLEDGE
17% ATTITUDE
14% BEHAVIOUR
20% BEHAVIOUR
23% ATTITUDE
34% KNOWLEDGEONLINE MEDIA
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