WASHINGTON — Retailers looking for word-of-mouth exposure for their store brands may find success with social media, as nearly three-quarters (72%) of social media users say that after an online search, they communicate with others about a product or service with face-to-face communication, according to survey from the Retail Advertising and Marketing Association, a division of the National Retail Federation.
Facebook is key, as seven out of 10 social media users between the ages of 18-34 regularly use Facebook more than other sites, such as MySpace, Twitter and Classmates.com, according to the study, conducted by BIGresearch.
Among other results:
More people who use social media prefer to give advice about a product or service rather than receive it.
Social media users are more likely to use other new media compared to adults 18 or older.
71% of female social media users regularly use Facebook, compared to 61% of males.
More men than women prefer to communicate with others via a cell phone conversation after searching for a product or service online.