WARC, 27 March 2014
MÜNICH: Traditional media remain the most important source
of information on companies for German consumers with social media playing only
a minor role in determining public opinion, new research has shown.
A survey of 1,000 consumers for ComMenDo, a corporate
communications agency, found that just over 70% of the population acquired
their knowledge of a business from media such as newspapers, far ahead of any
other source.
There was widespread distrust of corporate communications,
as just 20% said they thought information coming from companies themselves was
credible. But with around one third seeking recommendations and guidance there
was a clear disconnect between what businesses were offering and what consumers
actually wanted, reported Absatzwirtschaft.
People were twice as likely to rely on conversations with
friends and family (40%) or to believe what journalists and consumer groups
said (39%) as to depend on information supplied by firms.
Social media content from business, on 14%, was not a major
contributor to this discussion, while corporate publications provided only
slightly more. Even among younger web-savvy 18-24 year-olds, only 36% had used
Facebook to find out about companies and organisations.
While confidence in material provided directly by companies
was low, the survey did indicate that trust levels rose along with a
respondent's education and income.
Prof. Michael Bürker, who led the study, noted that it was
important for businesses to target these particularly relevant groups –
academics and high earners – through appropriate channels such as newspapers.
Overall just 29% of respondents felt they were reliably
informed and a similar proportion said they wanted to be heard on important
issue.
But few were prepared to take steps to inform themselves;
just 9% said they had actively sought out and used information in the preceding
three months.
Data sourced from Absatzwirtschaft; additional content by
Warc staff
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