The study of more than 12,000 consumers also found that 81 percent of U.S. respondents are influenced by social media posts from their friends, while 78 percent admitted to being influenced by vendors’ posts.
Other findings comparing the U.S. and U.K. from Market Force include:
- 95 percent of U.S. respondents have Facebook accounts, and 62 percent are on Twitter, with 100 percent of U.S. respondents saying that they use some form of social media. Meanwhile, that total for the U.K. is only 86 percent.
- 60 percent of U.S. respondents said they collect information and opinions about businesses from their friends’ social media postings, compared with about 50 percent in the U.K.
- In terms of posting something negative on the social media sites of businesses, the figure was the same for both nations: about one in 10.
- 76 percent of U.S. respondents said they regularly like the Facebook pages of businesses, versus 65 percent in the U.K. The top reason for liking pages in both countries was incentives or discounts, cited by 79 percent of U.S. respondents and 67 percent of U.K. respondents.
- Restaurant pages were the most liked in the U.S., at 86 percent, followed by entertainment (76 percent), and retail (75 percent). In the U.K., entertainment topped the list, at 76 percent, followed by retail (73 percent), and restaurants (71 percent). Financial services occupied the cellar in both countries, at 13 percent in the U.S. and just 7 percent in the U.K.
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