Some highlight comparisons of 18-34 year olds and Baby Boomers (55+) on top research sources (YouTube, Blogs, Company websites)

If a blogger posts a positive product review that is contradictory to a traditional news report, % of Canadians believe traditional media, vs. % of self-identified influencers, % of self-identified "early adopters" of new products and services and % of avid smart phone app users count on blogs as one of their top research tools, when considering buying a product or service

Includes: % of communications professionals [PR - Public relations] & consumers reported using Twitter, Facebook, LinkedIn, YouTube, Blogs, Skype, flickr, Wikipedia in their professional life (2009 vs. 2011)

Frequency of use of social networking sites, Uses of social media among communications professionals (e.g. Sharing information & ideas, learning about news and information, Engaging journalists, watching competitors, Monitoring talk about my business), Use of social media among consumers (e.g. Keeping in touch with friends or family, entertainment, Reading about topics of personal interest to me, researching products/services)

Level of understanding of social media, Social media credibility as information source, Affect of social media on opinions, % would trust social media for making a decision on buying a book, music, new car, hiring plumber, politician to vote for, financial decisions

% say they are more loyal to company they can deal with on social media outlets, % believe that organizations engaged in social media are acting in a transparent manner, % of consumers say that they have purchased a product they heard about on social media first

% of professionals surveyed say they have a dedicated social media team in place, % of organizations have a budget devoted to social media, Size of budget next year compared to this year, % distribute multimedia with news releases, Top reasons for not using multimedia

Top objectives for social media campaigns in 2009 vs. 2011 [social networking sites]