Mediaboss Marketing

WASHINGTON, June 7, 2012 /PRNewswire/ --Americans believe participation in social media makes them more informed and influential as both consumers and citizens, even as they express clear skepticism about the trustworthiness of the information they find there, according to poll results announced today by The Allstate Corporation (ALL) and National Journal.

The 13th quarterly Allstate-National Journal Heartland Monitor Poll explored how Americans incorporate social media into their consumer and community behaviors. Its findings reveal important themes about trust and influence, even as leaders in the public and private sectors increasingly use social media to engage consumers and voters.

Nearly two out of three American adults surveyed used social media in the last month. Although social media users are somewhat younger, more educated and more affluent than non-users on average, they closely align with the overall American public in their opinions about politics and the economy, as well as their perceptions of major institutions.

However, social media users report significantly higher levels of political and community activity, including volunteering for a community organization (69% of social media users versus 49% of non-users), signing campaign or community petitions (68% of users versus 50% of non-users), or attending a campaign rally (32% of users versus 22% of non-users). Social media users also are more likely to consult with others about buying a product or service (79% of users versus 60% of non-users) or change their minds about a product or service because of others' opinions (64% of users versus 47% of non-users).

More than two-thirds of social media users, and 60% of all Americans, believe the Internet and social media have made it easier for them to be well-informed consumers. A plurality of Americans (47%) and social media users (55%) say these technologies have made them more well-informed and active as citizens and in the political sphere.

"That the explosion of available information and interconnectivity through social media is changing profoundly and very quickly how we communicate with each other and with business and government is beyond dispute. The greater question is whether these amazing new tools can also help make us more trustworthy in our messaging and in the end reanimate our free press and our free enterprise even as it helps reinvent those endeavors," said Joan Walker, Allstate executive vice president. "This poll shows that the jury is still out on these questions but suggests strongly that in social media there is much potential for good, creating more accessibility while demanding more authenticity to be successful. This is a recipe that I believe in the long run can help strengthen our social fabric."

Despite the positive impact many Americans see from their engagement in online and social media, they remain skeptical about the trustworthiness of the information they find there. More than two-thirds of Americans believe that major corporations and political candidates are active on social media mostly to advertise, collect information on customers or supporters, and increase their own success, either in profits or votes. They rate the trustworthiness of traditional news sources more highly than online information sources, including company or campaign websites, blogs, forums and social media sites. Americans also don't believe that social media engagement has given them more power or influence over corporations or the government, despite the personal benefits of being more well-informed.

Still, 64% of social media users say they'd like to see companies use social media for customer service purposes, and 59% say that corporate use of social media makes them more likely to see a company as "accessible and responsive." Users say the same about candidates and elected officials, but to a lesser extent.

"The results of this poll show that most Americans believe the emergence of constant communication is providing them better tools to make decisions under their immediate control, like choosing between cars or planning trips. But most don't believe these tools are increasing their leverage over the vast public and private institutions that shape the larger currents of American life," said National Journal editorial director Ronald Brownstein. "That dynamic is similar to the attitudes expressed in earlier Heartland Monitor polls about issues from retirement security to lifetime employment: in an economy that now offers individuals both more choices and more risks, most Americans have become reluctant individualists, trusting their own efforts, rather than any institution, to provide them security.""

Key findings from the 13th Allstate-National Journal Heartland Monitor Poll (PDF) include:

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