Social media and the disruption of democracy: The marketer’s dilemma

Explores the links between social networks and democracy in the UK, France and Germany to figure out how people get informed and what news they trust.

In the previous session at ESOMAR Fusion 2018 in Dublin, we addressed the following question: does the Internet make us happier? On this occasion, we uncovered that happy and unhappy people have completely different online behaviours. The former use the Internet as a means of performing real life tasks: travelling, refurbishing their abode, taking care of their children, etc., while the latter use the Internet as an end in itself. They spend significantly more time on social networks, on streaming and adult websites, to mention but a few differences. Moreover, unhappy people spend overall 20% more time online.

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