Marketers continue to evaluate strategies for their social media investments. As they do so, they might want to review the executivemanagersurvey findings from Ipsos OTX on this subject. While U.S. consumers are far less likely than their counterparts in other countries to say the networks are very important to them, marketers can effectively reach specific demographic groups through social media.

Globally, about 42% of consumers rate social media as being important in their lives. France has the lowest percentage of social media lovers (17%) while Brazil has one of the highest (64%). U.S. consumers are about in the middle with 32% saying these networks are important to them.

In the U.S., marketers will do well to target women through social networks. At least 37% of women say these networks are important while only 28% of men say the same. One of the strongest factors that correlates with social media interest is age. 45% of consumers under age 35 rank social media as very important. That number drops to 34% for consumers who are between the ages of 35 and 49 and to 17% for consumers over age 50.

Researchers found some association between social media love and marital status. About 36% of unmarried consumers say the networks are important while only 29% of married consumers feel the same way. Perhaps unmarried consumers are using the networks as a way to connect with possible romantic partners.

The Ipsos OTX research also looked at occupation and social media attitudes and found the following percentages of people believe social media is important:

  • Chief Income Earners 35%
  • Business owners 47%
  • Senior executives/decision makers 47%
  • Employed at any occupation 33%

To learn more about Executive Managers and their media use, check out the AudienceSCAN report available on the Research Store at ad-ology.com.