Younger companies more likely to use social media: Survey



QMI Agency

, Last Updated: 11:23 AM ET

A quarter of Canadian business owners don't see how social media fits with their industry, a new survey has found.

The Leger Marketing survey, done on behalf of shipping company UPS, found large, youthful companies — especially those with 500 or more employees — are more likely to use social media to connect with potential customers and clients, with 78% saying they go online to network.

But more than half — 54% — of companies run by Canadians age 50 or older say they don't use social media.

For those who do, Facebook and Google+ are the top ways to connect, with 82% of companies saying they use these services. As well, 48% use Twitter, and 47% use YouTube.

Of businesses that have used social media, 62% said they've had success, while 11% said they were dissatisfied with the results.

But, the survey notes, social media is a cheap way to get the word out about new products, to do market research and to network with other companies. The majority of businesses that use social media — 54% — said it costs them less than 2% of their budget.

When asked why they don't use social media, business owners cited a lack of technical know-how and a lack of time.

The online survey was conducted May 14-20 and sampled 255 Canadian business decision-makers, such as CEOs, those in executive-level positions and senior managers. The margin of error is 6.14 percentage points, 19 times out of 20.