83% of Facebook users rely on the platform for social connections: Study

New Ideas in MarketingEssential news for marketers, summarised by YouGov
February 03, 2022, 4:31 PM GMT+0

A Study by Sideqik has revealed that Facebook users are most likely among all social platforms to know their online contacts in real life.

While 88% of Facebook users have friends and followers, Instagram has 49% and Twitter, 36%. Pinterest and Twitch rank at the bottom, 13% and 6%, respectively. These numbers indicate that activity on Facebook largely revolves around personal and social connections. Users on other platforms are less likely to follow someone they know in real life.

Similarly, how influencers are perceived and function may also differ between platforms. For example, 50% of millennials feel they know influencers better than they know their friends.

In the past year, 72% of the respondents claimed their trust in influencers increased, with 66% saying influencers drive their purchase decisions. About 64% of those surveyed said that influencers help them discover new brands.

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