Study: Recommendations from social media not highly valued

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Hopkins, Minn.—Social media is not as influential a source of product recommendations as may be commonly believed, according to a new survey from online advertising company ARAnet and conducted by Opinion Research Corp.

Just 18% of respondents cited social networks as a preferred source of recommendations for products and services, compared with 60% citing information gathered from colleagues and friends, 40% who rely on TV broadcasts and 39% who find recommendations through search.

The only channel that performed worse than social media for recommendations was billboards.

The ARAnet poll was conducted online in January and generated 1,029 responses.

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