Survey Reveals Communicators Are Out of Sync with the Way Consumers Use Media - The Diigo Meta page

• 19 Dec 07
  

  Paul Gillin

  secrets research

  • "Consumers in the BRIC countries are  tech-savvy, they are accessing more mobile media and they deem media  outlets to be more credible than do their U.S. counterparts. As more  corporations operate globally, communicators must be aware of these  differences." Furthermore, overall media consumption in the BRIC  countries is heavier than in the U.S., and BRIC consumers generally  rate media sources higher in credibility than do U.S. consumers.
  • The study reveals  that 22 percent of U.S. consumers use social networking sites, up from  17 percent in 2006, and 19 percent of consumers use blogs, up from 13  percent. Among consumers over the age of 55, use of blogs and social  networking sites more than doubled. At the same time, use of most other  media outlets slipped from a year earlier.
  • Treat audiences as groupings of individuals rather than faceless  masses.
  • A company's own Web site should not be the primary choice when  communicating to stakeholders.

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