The marks are very present in the daily activity that takes place in social networks. InSites Consulting data show that 7 out of 10 millennials interact mentions or performs some action related to trademarks in their social profiles.

According to the global survey, conducted among users of social networks from 19 countries, 66% of respondents actively in the social conversation related to the brands involved. Meanwhile, 64% use social networks to find information, while more than half (54%) publishes any kind of content related to them.

The data show marked differences in terms of age of the users. On the one hand, young people under 35 are more likely to contribute content in the media 2.0. 54% share content about brands, compared to 45% of subsequent generations. Furthermore, 66% of these young people are also more willing to comment and post recommendations on products, while this percentage drops to 56% in the case of the elderly. It is an activity that has been on the increase in recent months. 44% of young acknowledges that relies more on social networks for these purposes last year.

The study by InSites Consulting rejects the idea that users are directed to social networks especially to criticize brands. As indicated, only 10% of mentions and conversations around the brand were negative. Another fact that shows that social networks are a source of useful and relevant information for users is that their interest in knowing favorable aspects exceeds its concern to find criticism. 52% of users goes to them for recommendations and positive feedback, compared with 39% who delves in search of their dirty laundry.

Instead, when buying, data say that negative experiences are as important as negative (63%). 52% also takes into account the interactions that their peers have had with brands. Hence the need for brands to show active in social networks, and show a real commitment to its customers.

Main sources of user influence in social networks

When giving credibility to a product information or advice, opinion more weight is unquestionably the friends and contacts on social networks (57%). Second, respondents take into account the assessments made by the “friends of friends” (37%), followed by users of that brand (35%). Only one of every 3 users lends credibility to the information provided directly by the brand, or influencer.

What young people share in Social Media?

48% admit that speaks in their social profiles of their experiences with brands; 39% indicates that interacts with the proposals received by them;along with a 35% participating in games, surveys and promotions.

Advertising continues to play an important role in the daily lives of users, an influence that is also reflected in its social activity. 43% speak on promotions that has seen; 35% shares information on launching new products or brands, while 32% share online ads you have seen, along with 29% broadcasting offline advertising pieces.

Trademarks are a frequent topic of conversation by users on social networks, provided they are able to stand out for their good work and concern for the customer and offer a promise of value.