Three quarters (75 per cent) of adults use social media websites to communicate with others, while almost a fifth (17 per cent) of these say that they have increased the time they spend on social media in the past six months.
The finding of a survey of 2,000 adults conducted by Canadean Custom Solutions found that 54 per cent said it is important to share information about new things that excite them.
Michael Hughes, research manager at Canadean Consumer, said: “Social media sites allow consumers to interact with likeminded others on specific sites, and in turn begin to follow trusted brand ambassadors for advice and inspiration – even if they have never actually met the person.
“However, whilst major brands may benefit from people turning to social media to share tips and advice, small independent shops will miss out – with shoppers failing to pass on information on any good deals they see on the local high street to their neighbours who also use such stores.”
Only 29 per cent of consumers said that it is important spending time interacting with neighbours and the wider community.