Reference no: EM133530142

Case: Americans Using Social Media Are More Engaged Consumers and Citizens, But Remain Skeptical of Social Media Trustworthiness

WASHINGTON, D.C., June 7, 2012 - 13th Allstate-National Journal Heartland Monitor Poll Shows Opportunities for Businesses and Political Leaders, But Authenticity and Openness Are Key issues.

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 (NYSE: 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.

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.

Answer the following questions:

1. From this study, develop five research problems with relevant variables identified.

2. Can you develop a scale question for each research problem you proposed?

3. State the name/type of the scale for each item you proposed.

4. Summarize the main findings.

5. Who could be possible users of this report?