Online Consumers Link Monthly to Brand or Product Articles (19%), Websites (19%) or Videos (15%)

Tuesday, August 20, 2013

Global — Two in ten online consumers indicate that, in the past month, they have forwarded a link to an article about a brand or product (19%) or to a brand's or product's website (19%) to someone in the past month, while 15% have forwarded a link to a brand’s or product’s video. The findings reflect a new poll of 18,331 respondents conducted by Ipsos OTX – the global innovation center for Ipsos, the world’s third largest market and opinion research firm.

Of the online consumers, those from South Africa (32%) are most likely to indicate they have forwarded a link to an article about a brand or product, followed by three in ten in each of: India (30%), Indonesia (29%), Brazil (28%) and Turkey (26%). About two in ten indicate they have forwarded this content from: Spain (24%), Canada (23%), Mexico (22%), Australia (21%), Italy (20%), Argentina (19%), Sweden (19%), China (18%), Poland (18%), United States (18%) and Saudi Arabia (17%). Those least likely to forward a brand or product’s article are from Germany (16%), Hungary (16%), Great Britain (14%), Russia (14%), Belgium (12%), France (12%), South Korea (11%) and Japan (2%).

Demographically, education appears to have the strongest impact. Those who have a high level of education are considerably more likely than those with a medium or low education to indicate they have shared an article (23%, 20%, 16% respectively), website (23%, 19%, 15%) or video (18%, 15%, 13%) by a brand or product. Age also plays a role as those under the age of 35 are more likely than those 35-49 or 50-64 to have shared an article (21%, 19%, 16%), website (21%, 18%, 14%) or video (19%, 14%, 10%) in the past month.

1. Forwarded a link to an article about a brand or product to someone

2. Forwarded a link to a brand's or product's website to someone

3. Forwarded a link to a brand's or product's video to someone



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These are findings of the research led by Ipsos Open Thinking Exchange (Ipsos OTX) collected by Ipsos Global @dvisor as part of Sociologue, an ongoing publication that features conversation-starting commentary on social media trends and behavior. The research was conducted on the “G@43”wave between March 5th and March 19th. The monthly Global @dvisor data output is derived from a balanced online sample in 24 countries around the world via the Ipsos Online Panel system. For the results of the survey presented herein, an international sample of 18,331 adults aged 18-64 in the US and Canada, and age 16-64 in all other countries, were interviewed. Approximately 1000+ individuals participated on a country by country basis via the Ipsos Online Panel with the exception of Argentina, Belgium, Finland, Hungary, Indonesia, Mexico, Netherlands, Poland, Russia, Saudi Arabia, South Africa, South Korea, Sweden and Turkey, where each have a sample approximately 500+. The precision of Ipsos online polls are calculated using a credibility interval. In this case, a poll of 1,000 is accurate to +/- 3.5 percentage points and one of 500 is accurate to +/- 5.0 percentage points in their respective general populations. In countries where internet penetration is approximately 60% or higher the data output is weighted to reflect the general population. Of the 24 countries surveyed, 15 yield results that are representative: Argentina, Australia, Belgium, Canada, France, Germany, Hungary, Italy, Japan, Poland, South Korea, Spain, Sweden, United Kingdom and United States. The nine remaining countries surveyed – Brazil (45.6% Internet penetration among the citizenry), China (41%), India (11.4%), Indonesia (22.1%), Mexico (36.5%), Russia (47.7%), Saudi Arabia (49%), South Africa (17.4%) and Turkey (45.7%)—have lower levels of connectivity therefore cannot be weighted to be general population representative; however, the online sample in these countries are particularly valuable in their own right as they are more urban/educated/income than their fellow citizens and are often referred to as “Upper Deck Consumer Citizens”.

More data and full technical details are available in the Detailed Tables document on the right.

For more information on this news release please contact:

Jill Wiltfong
Senior Vice President, Marketing
Ipsos Open Thinking Exchange
310.736.3440
jill.wiltfong@ipsos.com

About Ipsos Open Thinking Exchange

Ipsos Open Thinking Exchange (Ipsos OTX) is Ipsos' global innovation center. This multi-disciplinary team of researchers, strategists, digital natives, and design technologists is blending advancements in technology and a cultural shift toward social interactions to create the future of research, one that is immersive, collaborative, authentic and relevant. SocialogueTM is an ongoing publication from Ipsos OTX which features proprietary, global infographics and commentary on social media trends and behavior. For more information on the current suite of Ipsos OTX social media research tools, to find more about our Futures initiatives or to obtain social media details by country, contact us at ipsosopenthinkingexc hange@ipsos.com

About Ipsos and Ipsos Global @dvisor

Ipsos is the world’s third largest market research company. With offices in 84 countries, Ipsos offers a complete line of custom, syndicated, omnibus, panel and online research products and services. Ipsos Global @dvisor is a 25-country, online, monthly syndicated research service used to generate information for media and clients. Every month, we complete 500 to 1,000 online interviews in each country. For more information visit www.ipsosglobaladvisor.com or contact us at globaladvisor@ipsos.com


Online Consumers Link Monthly to Brand or Product Articles (19%), Websites (19%) or Videos (15%)

Contact

Jill Wiltfong
Senior VP, Marketing
Ipsos Open Thinking Exchange
+1.310.736.3440
jill.wiltfong@ipsos.com