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blinkx: Social Media Most Used for Discovery

Internet media platform blinkx has unveiled the results of its first Nation of Sharers study – looking at the evolution of search behaviour.  The Nation of Sharers study has found that 40 per cent of people aged 18-34 prefer to use their social networks over search engines when looking for content online – this means twitter over Google.

blinkx also discovered that 85 per cent 18-34 yr olds regularly share videos online after watching through their social feeds.  And it’s not just Generation X & Y that have caught the sharing bug – 57 per cent of over 55s are sharing video online too.

blinkx also found that only 15 per cent of facebook users in the study actively follow brands on the site to discover content.  Twitter has a much higher engagement rate, with 28 per cent of twitter users in the study actively following brands on twitter to discover content – suggesting that it is a more desirable commercial platform for brands.

blinkx teamed up with leading psychologist at Goldsmiths University Dr.  Jonathan Freeman on the study who says: “The reliance on search in its traditional sense is falling.  We prefer to use social networks over search engines when looking for content online.  And what is really interesting is that younger respondents (18-24) were much less likely to report preferring reliance on search and much more likely to report relying on recommendation via social media (either personally from their own friends and networks, or from top social media commentators) than older respondents.”

Suranga Chandratillake, founder and chief strategy officer at blinkx added: “The rise of social networks and the proliferation of powerful connected devices have profoundly changed the way that we interact with the web.  We’ve become comfortable scanning and processing long streams of information – Facebook pages and Twitter feeds – a content universe delivered to us by our friends and the people we follow, and increasingly we’re accessing that content through tablets and smartphones.

“As the nation shares more, brands have an opportunity to provide genuinely interesting video content that people want to recommend. With the Web at people’s fingertips, consumers are always on the hunt to be entertained and snackable video content is a sure fire way to get in front of them.”