Almost one quarter of marketers (23%) will increase their social media spend, compared to just four percent who plan to increase their TV advertising spend. In fact, 37% of marketers said they plan to cut back on TV advertising next year. And more than three-quarters of marketers (78%) agreed that senior management supports a greater investment in social media, up from 54% a year ago.
The survey also queried thousands of consumers across Canada about their attitudes toward social media tools. Sixty-five percent said they are important for learning about organizations, brands, products and services, while 65% also said it was an important tool for maintaining relationships, up from 52% a year ago.
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