The majority of consumers do not plan on using recommendations made through social media when buying Christmas presents this year, YouGov research commissioned by The Drum has discovered.
Research examining the levels of trust that the UK general public currently has in using and listening to social media platforms, canvassed 1,752 respondents during the second week of November this year, with 83 per cent revealing that they did not plan to use social media site recommendations when buying Christmas presents this year. Only five per cent said that they would, while 11 per cent said that they did not know.
Broken down by ages, 208 of respondents were between 18-24, of which nearly three quarters (73 per cent) said that they would not listen to social media recommendations. Meanwhile, 80 per cent of 25-39 year olds, of which there were 443, said that they would not use social media recommendations, while 83 per cent and 90 per cent of 40-59 year olds, of which there were 599, and over the age of 60, 501 respondents, also said the same respectively.
Of those who did plan to listen to social media recommendations, 11 per cent of 18-24 year olds said that they would, with that number diminishing as the age range grew through 25-39, 40-59 and 60+ at 7 per cent, 6 per cent and 1 per cent respectively. The rest of respondents said that they did not know.
The percentage of those who were not planning to listen to social media recommendations remained at a similar rate across all regions such as Scotland, London, Midlands/Wales, North and the rest of the South, from between 81-85 per cent.
The majority of respondents revealed that they used Facebook as their main social media site.