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The key role of social media sites in the online brand-consumer relationship is confirmed by our first Chart of the day this week. Globally, it’s a third of digital consumers who say they follow their favorite brands via social media, with the figure rising much higher in certain countries.

Fast-growth markets lead the way here, with internet users in Malaysia, Mexico, Turkey and India the most likely to be brand followers (45% are). More mature markets tend to post lower figures for brand following. However, younger users in these countries can over-index for this metric – with over a third of 16-34s in the USA engaging with brands in this way, for example.

To explore national trends in more detail, clients can download our full range of Market Reports here.

Malaysians most likely to follow brands on social mediaExplore this data in PRO Platform Get the Free GWI Social Q4 2016 Summary Report

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