Un-Social Trends? Despite Record Usage, Appeal of Top Social Media Sites Is Declining, According to New E-Score Study—Traditional Media Far More Trustworthy Than Social, Research Finds

What started out as an enjoyable and innovative way for people to connect and interact with each other is turning into a time-consuming chore, according to a recent survey to determine consumer attitude toward social media. Conducted by E-Score, a consumer research service that provides information to media and entertainment companies, the survey shows that while awareness and usage of social media sites is extremely high, the allure of using these sites is starting to wear thin with consumers. The survey also revealed consumers trust traditional media brands exponentially more than social media brands.

The survey identified the social media sites with the most consumer awareness, as well as the appeal of those sites. Following are the sites with the highest awareness, the percentage of people who found each appealing as well as the estimated number of users.

E-Score surveyed 1,100 persons with general representation across income, age, education and geographic demographics to represent a cross-section of the U.S. population. User numbers are from public sources.

When asked to rate the trustworthiness of media brands, on average consumers found traditional media brands (broadcast, cable and print) more than twice as trustworthy as social media brands.

“During the past five years, the role of social media has shifted from a leisure activity to an integral and, at times, mandatory, part of our lives,” said Gerry Philpott, president of E-Poll Market Research, in a news release. “Despite this, consumers continue to place the majority of their trust in traditional media brands and advertisers should consider the environment in which they choose to put their dollars.”

Other key findings from the survey include:

  • The two online dating sites were among the top five most recognizable social media brands yet were among the lowest when ranked by appeal, indicating consumers’ displeasure with the process of using social media to find a companion.
  • Both Facebook and Twitter, two of the most recognizable and used social media platforms with approximately 140 million and 92 million monthly visitors, respectively, have surprisingly low appeal ratings, suggesting that the sites are either habit-forming or viewed as a necessity, as opposed to a pastime.
  • Yelp’s low awareness, high appeal and number of users indicated a preference for social media sites providing on-demand information as opposed to primarily interaction with others.
  • Income level did not play a role in either awareness of social media brands or their appeal, with responses from participants with income levels below and above $50,000 relatively similar.

Edited by Richard Carufel

We've updated our Privacy Policy. Read the updated policy →

PR Biz Update PR Agency News PR People Marketing Trends
PR, public relations, marketing, digitization, technology alignment, digital strategy, digital culture, course correcting, digital transformation, digitization agility, digital efficiency, Ben Grinnell, digital inevitability
Companies Today Overthink and Underact in Preparing for Digital Inevitability, New North Highland Research Reveals

To drive market gains in today’s rapid pace of digitization, companies...

Idea Creative Creativity Imgination Innovate Thinking Concept
Disconnect Between Marketers' Desire for Ad Personalization at Scale and Data Confinement Within “Walled Gardens”

New research from ad server and programmatic firm Flashtalking shines a...

brand marketers, costume influence, Halloween marketing, Halloween shopping, Halloween spending, in-store shopping, Marketing, marketing opportunities, Matthew Shay, National Retail Federation, Pr, Prosper Insights & Analytics, Public relations
Huge Halloween Brand Opportunities: Holiday Spending to Reach $8.4 Billion, Highest in NRF Survey History

Pinterest Is Top Influencer for Costumes, Although Most Will Shop In-Store...

Thought Leaders On Deadline
brand endorsements, brand responsibility, CenturyLink, Hofstra University, Lawrence Herbert School of Communication, Marketing, NFL player protests, NFL protesters, Pr, Public relations, Victoria Geyer Semple
Brand Responsibility Perspectives: When Athletes Protest, Endorsers Should Listen

By Victoria Geyer Semple, Associate Professor, Journalism, Media Studies, and Public...

Barcelona Principles, Christine Perkett, Marketing, Measurement Month, PerkettPR, Pr, PR analytics, PR benchmarking, PR Measurement, Public relations, SeeDepth, share of voice
What’s the Buzz Surrounding Measurement Month?

By Christine Perkett, Founder, SeeDepth As PR pros, we hear the...

data science, Marketing, Marketing Evolution, marketing industry, marketing qualifications, marketing skills, Pr, Public relations, Ryan McCready, skills gap, Venngage
Marketing Skills 2016: Are You Qualified to Be Hired?

By Ryan McCready, Data Scientist, Venngage If you were looking for...