Euro RSCG’s recent study of more than 1,200 social media users offers insights on how communications pros are using a myriad of options available in social and online media today. According to the study, the world is expanding and narrowing at the same time because of social media’s “hyperlocalization” quotient. And “cyberdisinhibition”—being willing to behave in ways they wouldn’t do in person—has both emboldened users and led them to inappropriate behavior.
"Word of mouth has always been the most powerful marketing tool; what social media has done is dramatically increase the scale, velocity and immediacy with which people can influence each other and create the biggest revolution to hit our industry since television," says David Jones, global CEO of Euro RSCG Worldwide.
Significant findings include:
• While 60% saydigital engagement is more convenient, 49% yearn for more face-to-face interaction.
• 40% of respondents agree that social groupings online can be truly social, while just 14% disagree, and the figures differ vary little across age, gender, ethnic or income groups.
• Social media users say they are not only more involved with family and friends, but they have also increased their involvement in political and humanitarian issues.
• 26% of respondents say they feel less inhibited interacting online than face-to-face.
• 20 percent said they lashed out at companies or products thanks to the anonymity of online interaction
• 28% of respondents say social media online enhances their social life offline; 23% say social media online makes them more social offline; and 14% say social media online makes them less social offline; and,
• The biggest source of influence for consumer purchases is offline friends/colleagues, followed closely by online friends/colleagues.
Source: Euro RSCG