Social Media Journey 2013

  

Introduction and Scope

This latest report by YouGov SixthSense on the subject of Social Media focuses on the relationship and engagement users have with brands and companies through social media sites and/or services. In particular it looks at the impact of marketing and advertising strategies on attitudes towards use of the sites, along with an examination of users’ concerns about privacy and disclosures to third parties.

The report features a detailed look at how users engage with brands and companies through social media, including the types of activities they undertake on social media sites, what promotes users to like/follow a brand/company page, what they are likely to comment on, what types of opinions they like to express and the commercial impact of reading something on social media sites.

In addition, there is further exploration into how social media is used by those engaged with Facebook, Twitter and LinkedIn.

Report coverage

For this report, YouGov SixthSense commissioned a survey among YouGov’s online panel, drawing on a nationally representative sample of 1,995 UK adults aged 16+ in March 2013.

As a result of the survey being conducted online, incidence of social network usage is not representative of the population as a whole, but rather of internet users.

Questions were asked on the following topics:

  • Frequency of accessing the internet for work and leisure purposes
  • Activities performed on the internet
  • Incidence of active users on social media sites
  • Incidence of quitting social media sites and reasons for quitting
  • Frequency of accessing social media sites
  • Attitudes towards use of social media sites
  • Attitudes towards brands/companies on social media sites
  • Types of brands/companies looked at
  • Attitudes towards impact of brands/companies on social media sites
  • Reasons for liking/following brands/companies
  • Factors that would encourage users to like/follow a brand/company
  • Reasons for commenting on brands’/companies’ pages 
  • Issues users like to express/discuss in relation to brands/companies
  • Number of friends/contacts on specific social media sites
  • Trust in recommendations/information
  • Impact of reading something on social media sites
  • User interactions with Facebook
  • User interactions with Twitter
  • User interactions with LinkedIn