GLOBAL: Some four in ten consumers globally say social media is important to them, a proportion that rises to 50% among under-35s, new data has shown.
Ipsos OTX, the global innovation centre for market research firm Ipsos, polled 18,002 online respondents across 24 countries and found that, on a scale from one to five where five meant “very important” and one “not at all important”, 18% rated social media at the top end.
Moving down the scale, 23% gave it a four, 33% were neutral on three, while 13% scored it at two and the same again at one.
The big story, however, said Ipsos OTX, was in the demographics, where age appeared to be the strongest driver of how people attributed importance to social media. Half of the those aged under 35 rated it at five or four. Comparable figures for those aged 25-49 were 38%, while for those aged 50-64 this total dropped further to 30%.
Women were also more likely than men to rate social media highly, at 46% against 37%.