Social media's laggards

Adèle Gritten
YouGov

All age groups want to interact with brands in social media, yet many FTSE-100 companies, particularly in financial services, are failing to grasp the marketing opportunities

The digital decade has been and gone. While social networking has transformed the ways in which people interact with friends, family and colleagues, it has also transformed the ways in which brands, products and services interact with their customers (and vice versa) and the consumer generally. This article draws on various YouGov surveys conducted over the past two years, with a focus on how the social media landscape has changed exponentially during that time.

First, we review how the social media landscape has changed in just two years. In 2009, only 4% of our social media online survey sample were registered users of Twitter; that figure had increased more than eightfold to 34% by March 2011. In 2009, 51 % of our sample were registered users of Facebook; that figure had risen to 67% by March 2011. Only 13% were aware of Linkedln in 2009, rising to 33% by 2011.