Youth, Minorities Show Above-Average Propensity to Support Brands on Social Media

Scarborough Research has released research examining the 13% of US adults who believe that social networking is important for showing support for their favorite companies or brands (“social brand supporters”). Looking at their demographic composition, the data shows that they are 18% more likely than the average adult to be female, 79% more likely to be Millennials (18-29), and 27% more likely to be Gen Xers (30-44). These vocal brand supporters also are 22% more likely to identify as black and 12% more likely to identify as Hispanic. (more…)