Vancouver, BC – For years, brands and products have acknowledged the
importance of being "recommended" by friends and family, but in the new world of social
media does this mean that brands should strive to be "liked"? The results of a poll conducted
by Ipsos Loyalty in early May with online Canadians, illustrate that the importance of positive
commentary extends to Canadians' social networks.
Half (49%) of online Canadians state that they are either strongly (5%) or somewhat (44%)
influenced by brand or product recommendations by members of their social network. The
influence of social network recommendations is significantly stronger for online Canadians
aged 18-34 (56%) than for online Canadians aged 55+ (40%).
Within social networks, being "liked" or "promoted" is also critical, as four in ten (41%)
online Canadians are influenced when those in their social network "like" or "promote" a brand
or product. Once again the influence of being "liked" is significantly higher for online
Canadians aged 18-34 (46%) than for online Canadians aged 55+ (34%).
Dave Pierzchala, Vice President with Ipsos Loyalty explains, "These results show that
social networks influence impressions and ultimately the bottom line. For younger Canadians
the importance of being 'liked' is the generational equivalent of being 'recommended' at the
Close to half (48%) of online Canadians with an online social network "follow" or "like" at
least one brand, with younger online Canadians being more apt to do so. Six in ten (59%) of
younger online Canadians (18-34) follow as least one brand and they follow an average of
five brands. At the other end of the age demographic, less than a third (30%) of older online
Canadians (those 55 and over) follows a brand and on average they only follow one brand).
Not all online relationships last forever, as 28% of online Canadians have "unliked" or
stopped "following" a brand or company. Younger online Canadians are more fickle (41%
have "unliked") than their older online counterparts (15% have "unliked"). The main reason
given for "unliking" is that the consumer simply "lost interest" (55%).
Dave Pierzchala explains, "Brands and products cannot assume that once a consumer
befriends their organization that they will be friends for life. To be successful, organizations
must work on their virtual relationships as hard as they work on their face-to-face ones."
This release is based on the findings of the Ipsos Reid syndicated study, the
Inter@ctive Reid Report, fielded in Q1, 2011. This online survey of 844 Canadian adults was
conducted via the Ipsos Online Panel. The results are based on a sample where quota
sampling and weighting are employed to balance demographics and ensure that the sample's
composition reflects that of the actual Canadian population according to Census data. Quota
samples with weighting from the Ipsos online panel provide results that are intended to
approximate a probability sample. An unweighted probability sample of this size, with a 100%
response rate, would have an estimated margin of error of +/- 3.4 percentage points, 19 times
out of 20.
Please see the Inter@ctive Reid Report and the Special Features Report for more information.
For more information on this news release and Ipsos Loyalty research, please
Senior Vice President
About Ipsos Loyalty
Ipsos Loyalty is a global, specialized practice dedicated to helping companies improve
business performance through customer satisfaction management, customer relationship
management, and employee climate management. Ipsos Loyalty provides a state-of-the-art
approach to customer-driven business performance through a modular suite of innovative
research tools that provides an integrated framework to identify complex global business
solutions. Ipsos Loyalty is an Ipsos company, a leading global survey-based market research
To learn more, please visit http://www.ipsos-na.com/loyalty.
Ipsos is a leading global survey-based market research company, owned and managed
by research professionals. Ipsos helps interpret, simulate, and anticipate the needs and
responses of consumers, customers, and citizens around the world.
Member companies assess market potential and interpret market trends. They develop
and build brands. They help clients build long-term relationships with their customers. They
test advertising and study audience responses to various media. They measure public opinion
around the globe. Ipsos member companies offer expertise in advertising, customer loyalty,
marketing, media, and public affairs research, as well as forecasting, modeling, and
consulting. Ipsos has a full line of custom, syndicated, omnibus, panel, and online research
products and services, guided by industry experts and bolstered by advanced analytics and
methodologies. The company was founded in 1975 and has been publicly traded since 1999.
In 2010, Ipsos generated global revenues of €1.140 billion ($1.6 billion U.S.).
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