BRAND TRANSPARENCY ON SOCIAL MEDIA

of consumers have seen fake reviews online

of consumers say it is difficult to know if brands are using questionable methods on social media

of consumers have seen falsified user-generated content

have seen customers be paid or incentivised to share positive reviews online

of consumers use social media when deciding whether or not to purchase a product or service

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SOCIAL MEDIA USAGE

TRUSTING BRANDS ON SOCIAL MEDIA

Current affairs

The top five reasons consumers have used social media in the last three months are:

Asked a friend, contact or network for advice with purchasing

Searched for a specific brand

23%

32%

19%

29%

Enjoyed content from a brand online

Searched for a general product or service

25%

of people find it easy to tell the difference between marketing communications, advertising and branded content, and non-commercial content on social media

of people have little or no trust in the content they see on Blogs

of people have little or no trust in the content they see on YouTube

of people have little or no trust in the content they see on Instagram

of people have little or no trust in the content they see on Twitter

of people have little or no trust in the content they see on Facebook

19%

30%

25%

23%

18%

20%

PURCHASING BEHAVIOURS

The list of ‘listening to what people/brands have said on social media has helped re purchasing decisions’

32%

18%

17%42% of consumers admitted to interacting with brands on social media that they never had any intention of buying from

RATING BRANDS

62%

81% of consumers would read an online review before purchasing a product

54% said they would post a review online if they were happy with a product or service

The top three places to read online reviews are: 77% 45% 33%

OVERSTEPPING THE MARK

25%

21%

16%

25%