Four in ten (42%) of those in 24 countries say social media is important to them while only one quarter (25%) rate it not important. Using a five-point scale, where five means ‘very important’ and one means ‘not at all important’, two in ten (18%) rate it with a value of five, two in ten (23%) say four, one third (33%) are neutral at a score of three and 13% say each of two and one.
The findings reflect a new poll of 18,002 online respondents conducted by Ipsos OTX – the global innovation centre for Ipsos, the world’s third largest market and opinion research firm.
The big social media story is told in the demographics, especially age. On a global aggregate level, age appears to be the strongest demographic driver of placing importance on social media. Indeed, fully half (50%) of those under the age of 35 rate it a five or four (vs 38% for those aged 35–49 and 30% for those aged 50–64). Women (46%) seem more likely than