35% of Americans agree that they regularly check out brands’ social networking pages, according to the latest survey results from Ipsos Open Thinking Exchange. Interestingly, that means that more Americans follow or engage with brands on social networks than regularly check out those brands’ pages. Predictably, among age groups, 18-34-year-olds are most likely to regularly visit brand pages, with 48% of respondents doing so. That compares with 35% of 35-49-year-olds and 21% of 50-64-year-olds.
Some other interesting results from the survey are listed below.
- Americans are 22% less likely than the 24-country survey average to regularly check out brands’ social networking pages (35% vs. 45%).
- American women are 26% more likely than men to browse brand pages.
- There is no clear trend within the US when sorting by household income or educational level.
- Business owners are 61% more likely than those who don’t own a business to check out brand pages (53% vs. 33%), and senior executives and decision-makers are 72% more likely than those not in that position to do so (55% vs. 32%). Those results mirror findings regarding engagement with brands (see link above).
- Citizens of various emerging markets are most likely to browse brand pages. Of the 24 countries studied, respondents in India (81%), Indonesia (79%), Mexico (72%), Brazil (70%), China (67%), and Turkey (67%) showed the highest likelihood of checking out brands’ social networking pages.
- Europeans – in France (18%), Belgium (21%), the UK (23%), and Germany (24%) – are the least likely to visit brand pages.
About the Data: The Ipsos data is based on a weighted sample size of 12,000, from an online survey conducted between November 6th and 20th, 2012 across 24 countries, with adults aged 18-64 in the US and Canada, and 16-64 in all other countries. The US data is based on a sample size of 500.
The countries reporting were: Argentina, Australia, Belgium, Brazil, Canada, China, France, Germany, Great Britain, Hungary, India, Indonesia, Italy, Japan, Mexico, Poland, Russia, Saudi Arabia, South Africa, South Korea, Spain, Sweden, Turkey and the US.-MarketingCharts