Social Media now equals TV Advertising in Influence Power on Consumption Decisions [REPORT]
October 25, 2014
Over the past year, a very notable trend in CivicScience’s data has become apparent with regard to which of these three levers are most influencing the buying and consumption decisions of U.S. adults: advertising on television, advertising on the Internet, or social media “chatter” (comments or recommendations from others).
We see consumers in aggregate are now equally influenced the most by TV ads and social media chatter, each capturing 43% of respondents in both August 2014 and September 2014 – compared to a 22-point difference in September 2013 when 55% of consumers said TV ads and 33% said social media chatter. The big loser here is television advertising, which dropped 12% in influence in the past 13 months. Internet ad influence rose slightly from 12% to 14% over the same time period.
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civicscience.com/wp-content/uploads/2014/10/Insight-Report-Influence-on-Consumers-October-2014.pdf
