Social Media Brand Discovery | Study

According to recent research by Sprout Social and The Harris Poll, Gen Z members are over twice as likely as baby boomers to say that they typically learn about brands or companies through social media.

The report is based on data from a survey conducted between January 27 and February 4, 2021 of 1,006 adults aged 18 to 74 in the United States using at least one social media platform.

More than half (55%) of consumers of all ages say social media is one of the most typical ways to find out about brands or companies. But there are big differences between generations: 78% of Gen Z say social media is one of the most typical ways to get to know a brand or company, compared to just 35% of baby boomers.

Social media is second only to TV / radio advertising as the most influential format for branding. However, a larger proportion of consumers say they would see social media as the preferred method for learning about brands and companies over TV / radio advertising in the future.

Around 68% of consumers of all ages say they can interact with brands and companies through social media.

Again, there are significant intergenerational differences: 76% of Gen Z say they believe social media allows them to interact with brands and companies, compared to just 48% of baby boomers who say so .

Opinions on dealing with brands on social media

43% of consumers of all ages report that social media use to discover new products, services, and brands has increased over the past year, and 42% report that social media use to learn about products, services and brands has increased in last year.

The use of social media has increased or will increase over the next 3 years

About research: The report is based on data from a survey conducted between January 27 and February 4, 2021 of 1,006 adults aged 18 to 74 in the United States using at least one social media platform.

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