In the early 20th century when Hungarian author Frigyes Karinthy first set forth the concept that any two individuals on Earth could be connected through at most five acquaintances, there were a mere 1.5 billion people walking the planet. Despite the fact that there are over 6 billion terrestrial inhabitants today, the idea seems no less plausible. If anything, with the advent of social media and our increasingly digital connectedness, the number of introductions required to link any two souls may now be even fewer than in Karinthy’s days.
But social media is doing so much more than connecting individuals; it also provides consumers with personalized way to connect to companies, brands and media and vice versa, making it an undeniable, if often complex, marketing tool. This report provides readers with a benchmark of the current state of social media and identifies trends and opportunities that will help forward-thinking marketers navigate this still new and growing space in order to make better business decisions.
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