Social media monitoring, analysis among top market research channels
Nearly two-thirds of UK internet users will be social networkers this year, eMarketer estimates, but recent research finds that those who use social platforms still worry about how such sites track their information.
According to January 2014 research by TNS BMRB, six in 10 internet users in Great Britain were concerned about social networks monitoring or collecting their information. Females were slightly more worried than males, at 63% vs. 56%.
Those in the 18-to-24 age range were the least concerned about social media monitoring (48%); however, 25- to 34-year-olds were very worried, trailing just the 65-and-older age group.
A September 2013 study by Crimson Hexagon found that these concerns may be valid. Among UK digital marketing professionals polled, social media monitoring and social media analysis were among the top three channels used to conduct market research, cited by 65% and 55% of respondents, respectively.
Online or email questionnaires ranked No. 1, at 86%. Respondents to such surveys typically know the agency or brand distributing the study is conducting market research.