Americans Researching Companies They May Deal With, February 2013 [CHART]

Chart - Americans Researching Companies They May Deal With

56% of Americans agree that now more than ever, they’re pro-actively trying to learn more about the companies they hear about or do business with, according to [PDF] results from latest Harris Poll Reputation Quotient (RQ) study. Harris Interactive calls these consumers “seekers,” and contrasts them with “bystanders,” who are not as active in seeking out information. This year, 56% of respondents were classified as “seekers,” up from 50% last year.

That suggests that consumers may be growing more skeptical of marketing communications. Indeed, according to the “2013 Edelman Trust Barometer,” 8 in 10 “informed citizens” from around the world need to hear information about a company more than twice before they’ll believe it. (The report defines “informed publics” as aged 25-64, college-educated, in the top 25% of household income per age group in their country, and reporting significant media consumption and engagement in business news and public policy.) Read the rest at MarketingCharts.