Only 21% Feel that People Represent their Lives Accurately on Facebook

The Verge partnered with Reticle Research to conduct a wide-​ranging survey on the public’s attitude toward some of the biggest names in tech. Respondents trusted Facebook less than Google, and “trust” was a primary factor for individuals who abstained from using Facebook overall. Respondents trusted Amazon almost as much as their own bank. Of all the companies named in the survey, respondents were most likely to recommend services from Amazon to their family and friends, The Verge writers tell us.

Some highlights:

  • 3/​4 agree that Facebook helps them stay in touch
  • More than 6 in 10 agree that Facebook has helped them reconnect
  • 1 in 3 agree that Facebook has helped them make new friends
  • 28% feel that Facebook is an innovative company
  • Only 26.5% agree that Facebook is cool
  • 21% feel that people represent their lives accurately on Facebook
  • Slightly more than 1 in 10 believe that they couldn’t live without Facebook
  • Just 5% feel that Facebook accounts are safe from hackers

Marketers should consider these stats when targeting Facebook Users in campaigns. Even if it's not "cool," the new AudienceSCAN survey showed 79% of adults are still using Facebook.

"In terms of Facebook’s activities, respondents to The Verge’s survey said that their most common one is sending private messages to friends or family (66%), followed by sharing personal photos or videos (55%). A majority (52%) also say they read, watch or share news about the world. While almost two-​thirds say that the people they need to communicate with are on Facebook, the platform lags when it comes to trust: only 29% trust the social giant."

The fact that 79% think people are fake on Facebook also presents great opportunity for advertisers and retailers. If so many Facebook Users are posting photos of how "great" their lives are — including perfectly styled hair, immaculate makeup, stylish wardrobes from head to toe and perfectly beaming, ever-​clean children — they are buying products and home furnishings to give that appearance. This could be why the new AudienceSCAN survey found 19% of Facebook Users plan to buy new living room furniture during the next 12 months, 28% will buy cosmetics, 12% will visit dermatologists, 23% will make trips to zoos and 17% will spend on crafts/​sewing supplies.

"The public would care more about Amazon and Google going away tomorrow than they would about Netflix, Samsung, Facebook, Apple, and a number of other companies. Twitter is last on the list on this measure, with few indicating that they’d care if it disappeared tomorrow. Finally, while the vast majority feel that Amazon, Microsoft and Google have a positive effect on society, only a slight majority feel that way about Facebook."

AudienceSCAN data is available as part of a subscription to AdMall for Agencies, or with the SalesFuel API. Media companies can access AudienceSCAN data through the AudienceSCAN Reports in AdMall.

Courtney Huckabay
Courtney is the Editor for SalesFuel Today. She analyzes secondary customer research and our primary AudienceSCAN research. Courtney is a graduate of Middle Tennessee State University.