Most online adults across 5 key countries turn to websites in order to find information about brands and services, while about half rely on recommendations from friends and family, according to a report from Kantar Media. The study indicates that social media is also a popular source of information, though more so in some countries than others.
The survey was fielded among 5,000 online adults – 1,000 each in Brazil, China, France, the UK and the US. Close to two-thirds (62%) said they go online to websites to find information about brands and services, while 51% get information from friends and family and 45% from review sites.
Interestingly, respondents were slightly more likely to say they get information from social media (35%) than from advertising (33%). Recent research has suggested that social media plays a critical role in inspiring shoppers’ purchases, and that youth are particularly apt to use social media to learn about brands and make purchase decisions.
Indeed, the Kantar Media study reveals that fully half of 18-34-year-olds surveyed use social media to get information about brands and services, as do 40% of 35-44-year-olds. Older adults are less apt to turn to social for such information, as only 23% of 45-64-year-olds and 9% of those ages 65 and older report doing so. Read the rest at MarketingCharts.com.