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    Study Uncovers Retail Habits, Preferences of Social Media Users

    The Retail Advertising and Marketing Association (RAMA), a division of the National Retail Federation (NRF).

    The Retail Advertising and Marketing Association (RAMA), a division of the National Retail Federation (NRF), yesterday unveiled the results of a survey on the habits of social media users, at NRF’s Retail Innovation Marketing Conference in San Francisco. Comparing social media users to the average U.S. adult, RAMA’s survey, “Social Media: An Inside Look at the People Who Use It,” examined differences in demographics for each group, including male and female usage, as well as age differences in social media users vs. other adults.

    Highlights of the survey include the following:

    —Seven out of 10 social media users between the ages of 18 and 34 regularly use Facebook more than such other sites as MySpace, Twitter and Classmates
    —71.8 percent of social media users said that after an online search, they tell others about a product or service through face-to-face communication
    —More people who use social media prefer to give advice about a product or service rather than receive it
    —Social media users are more likely to use other new media, compared with average adults age 18 and older
    —70.6 percent of female social media users regularly use Facebook, vs. 61.0 percent of males
    —More men than women like to communicate with others via cell phone conversation after searching for a product or service online

    The full research report is available at www.nrf.com/modules.php?name=Documents&op=showlivedoc&sp_id=4503.

    Washington-based RAMA is a trade association of over 1,500 retail marketing and advertising executives, as well as their supporting partners from the advertising agency, media and service-provider realms. RAMA co-produces NRF’s Retail Innovation and Marketing Conference for retail marketing and advertising professionals, and also produces the Racie Awards competition, which honor the best retail ads, commercials, digital efforts and other communication materials of the past year.

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