More conscious behaviour on social media
In spite of the more cautious attitude, 87% indicate that their online identity strongly corresponds to their offline identity. 13% of consumers however admit to using a different persona online than who they are in reality. The study by InSites Consulting also shows that 23% of users feel they can more easily express their emotions via social media than in real life.
The study clearly show that consumers are becoming more mature in their use of social media. Users can be themselves, though do so in a conscious manner. A form of online etiquette will increasingly be developed in an organic way by consumers themselves.