Social Media Users Prefer To Give Advice

-- Home Textiles Today, 3/7/2010 12:00:00 AM

San Francisco —

When it comes to discussing products on social media, active participants would rather give advice than receive it.

According to a new survey by the Retail Advertising and Marketing Association, a division of NRF, one in five (20.6%) social media users say they regularly seek advice from others when purchasing products or services, which is slightly higher than other adults (17.1%).

However, more than one-third (34.7%) say they give advice about purchases, compared to 28.4% of all adults.

“Not surprisingly, those who participate in social media have opinions and want others to listen to them,” according to the survey conducted for RAMA by BigResearch.

While social media users value information that makes their lives easier, such as directions and product information, they consider face-to-face communications about products the most important. In fact, 71.8% follow up an online search by talking to others in person about the product or service. The results vary slightly for men, who prefer to conduct their post-search conversation by cell phone.

Despite the popular conception that social media users are singles on the go, the study found most of them are married and have completed at least some college. They tend to be employed in a professional or management position and have an average income of $65,563. The average age is between 25 and 34 years old.

By comparison, the average adult has completed more school than social media users and has a higher average income of $66,369. He or she is also older — between 45 and 54 years old.

“Social media users encompass all demographics — moms, dads, teenagers, grandparents, professionals, students, Caucasian, African-American, young, old and every other possible category that exists,’ according to the study.