Social Network Users in Brazil, China More Likely to Engage with Brands Online - eMarketer
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Social Network Users in Brazil, China More Likely to Engage with Brands Online

Consumers in emerging markets find social media a good source of word-of-mouth information

February 21, 2012

As growth stalls in home markets, global brands and marketers continue to look to emerging markets to drive revenue, but how do they connect with the consumers there?

One answer, according to an October 2011 survey from Jack Morton Worldwide, may be social media. Social media users in Brazil, China and India were more likely to consider social network sites a good source of word-of-mouth information on brand experiences than were users in the US, at 31%, 23% and 27%, respectively, vs. 18% in the US.

Attitudes Toward Interacting with Brands on Social Networks According to Social Network Users in Select Countries, Oct 2011 (% of respondents)

eMarketer expects just over half of total social media ad revenues in 2012 to come from outside the US. For more information, stay tuned for a forthcoming eMarketer report on worldwide social network usage.

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Check out today’s other articles, “The Challenges of Cross-Channel Data Integration” and “Super Bowl Viewers Had Smartphones Firmly in Hand.”


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