Prescription Drug Websites Investigated
Chapter Seven: Social Media
c h a p t e r s e v e n Social Media THE SOCIAL MEDIA AND YOUR HEALTH Trust, we suggested in chapter 6, is the philosopher’s stone of marketing—and seemingly ever more elusive in the era of the Internet. But Web 2.0, bringing on the user-generated Internet that we call the social media, appears to promise opportunities for a new trust between individuals and groups that have never before been able to connect. And once again, for better or for worse, commerce is finding its way in, and consumers have to be on their guard. Sixty-seven percent of adult U.S. Internet users were using social networking sites like Facebook or LinkedIn in late 2012, according to a survey by Pew Internet (Brenner, 2013)—83% among ages 18–29, 52% in the 50–64 age range, and 32% among those aged 65+. An Ipsos survey of November 2012 translated this into a remarkable 3.8 hours a day (from a computer or mobile device) for 18–34-year- olds; 3 hours per day for 35–49-year-olds; and 2.4 hours per day for 50–64-year- olds—with women and minorities well ahead of the curve (Marketing Charts Staff, 2013a). Usage in the UK, Germany and Poland was in the same range. As of June 2013, the U.K. Office for National Statistics and Eurostat showed 48% of all UK adults using Facebook and Twitter, surpassed only by the Dutch. Even among British 65 to 74 year olds, almost one in five...
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