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Online portals and social networks - the primary source of information for the business community in Serbia

03/16/2021   •   Blog
Online portals and social networks - the primary source of information for the business community in Serbia
That internet media has taken precedence as an everyday source of information is also confirmed by the results of research according to which internet portals are the first source of information for 58% of the surveyed business public in Serbia, show the results of the annual research conducted by Chapter 4 PR, public relations agency. According to this research, they are followed by social networks, which was stated by 37% of them. Cable televisions are rated as a more frequent source of information than those with a national frequency (23 versus six percent of respondents), while nine percent of respondents rely on information from the immediate environment. About 7% of respondents state daily and periodical printed publications as their primary source of information.

Cable television and social network LinkedIn enjoy the greatest trust of the business public according to the obtained results. The accuracy of the information they receive on cable television was assessed by the respondents with an average score of 3.2 on a scale from one to five, and this is the highest rating that the respondents gave to one group of media.

This is followed by online portals (3.06), periodicals (2.84) and radio stations (2.78). When it comes to social networks, the accuracy of the information they see on LinkedIn was rated by respondents with an average rating of 3.1, followed by content from Twitter with a rating of 2.9.
Traditional media and social networks are complementary channels of communication and will continue to exist in parallel, is the position represented by 44% of respondents. However, there are those who believe that social networks have already supplanted traditional media (28% of respondents), as well as those who believe that this will be agreed in the next five years (18%).

Social networks are (still) increasingly used

The survey found that three-quarters of respondents use Facebook and Instagram each. Twitter is used by 48 percent of respondents, while 45 percent of them are on LinkedIn. TikTok, a network that has gained great popularity in a short time, has only about six percent of users among respondents from the business community.

In addition to which social networks are used, the research also reveals how much time is spent on them, so the majority of respondents (38%) stated that they spend between one and two hours a day browsing and "scrolling" content. Another 30 percent of respondents spend between two and three hours a day on social networks, while almost a fifth of respondents spend over three hours a day on them, which would be as many as 136 working days a year! According to the results of the research, that time is mostly used for reading informative content and news (70%) and reading content that is important for work and education (60%). Exactly half of the respondents have a more passive approach to social networks, i.e. following the content of other users without posting their own, while a third of them are active in commenting on other people's content, and almost the same number post their own content - pictures, videos and posts.

Influencers - the medium of the new age

Influencers or influential individuals on social media have been an inevitable part of the media sky for several years now. As trusted people, companies often include them in their activities, and two-thirds of respondents said they can already visually recognize paid content by which influencers promote a product or service, compared to 28 percent of respondents who do it after reading and reviewing such content. While a third of respondents take paid recommendations with a reserve, 31 percent of respondents say that the characteristics of a product or service are more important to them than whether the content is paid or not.