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Data is from the May 2017 Sprout Social report titled "Q2 2017 Sprout Social Index: Consumers Aren't Looking to Buy From Brands That Are 'Cool' on Social." Index data is based on 289,000 active Facebook, Twitter and Instagram accounts between Q1 2016-Q1 2017. More than 3.9 billion messages sent and received during that time period were analyzed. Industry classifications were based on LinkedIn industry categories. In some cases, closely related industries were merged into a single overarching industry. Some data may have shifted from the last Sprout Social Index report due to a shift in the profiles analyzed; however, all overarching trends remain consistent. All messages that were casual mentions or not requiring a response were excluded from engagement, response rate and response time calculations to eliminate "noise." Consumer survey data is based on 1,003 US internet users ages 18-64 surveyed by the independent reserch firm Survata during April 17-24, 2017. Respondents unlocked premium content on the Survata publisher network for survey completion and received no cash compensation. Sprout Social is a social media analytics and monitoring service.
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