In 2016, 76 percent of online adults in the United States engage with companies on social media, up from 68 percent a year, while consumers’ social savviness is also on the rise, according to new research from Forrester Research.
Forrester’s updated Social Technographics report found that the average score rating consumers’ social savviness rose to 40 in 2016, up from 37 a year ago. A key takeaway is that with the continuing growth of social means marketers need to integrate social media tactics and technologies more deeply into their overall marketing strategy.
{"ct":"H2c4eC5CP8YW0e2up6KCsDEXQmwa4VtkSAJknZuMHzbwm3Ox7TH3sa4G515qISVDhnNobVOdjldfbRl7O9fsyd87l\/PWxo5VAT78WZY7Blaosw5btH5j\/uNOfe9mUkMn0WWKvONCSD5KdgGO8Th+ilbtuUd2sZHJmB\/AYUrafcvfj3+iXHV4XWWV5Prvvpxyzh\/\/5EVlkiYDGJ4uF9DzUmWE0I6EKc6j4Xpq3boD1qRAlV3NakUZwQ6DJbmWr95EBVO92IgMeU1oyaroMODZLfDtkppy8WcyMozX5QPf6q5KTqUrI1FvAVmgN5KXkB4pqy0Ah+sSrZjmVWuhEtbXmVNV4vxrrsDUXZTkuHp\/YCOY9XRXdHe+L04ng45BoUmkom+oAvKkInHEi7usNis4dqRnFtuIEGYTNv8nK4cmC1o8XiNjmXStd3YFyOGUIiTH3jXG89zneJSwPic7CGFnKn8fBnlHUde7kQnJlYTai\/Gs5EaOhbWfWz6VK8sjX7fyDQUblLygJ7P\/IyKo3\/AcYc1DAVtBe+O\/lRPDeoOCP49HEqKdFcQmWvbHlpb8NIEI1MYcRZ\/DvEujMeeGq5RoMxQEDq6JfZ\/lF\/Knhg6wQwCirlFTAFAmYSRN8J6dv3DMLEyzxKsgxnT2bi5C7odLfKRLkP6Jywa2iOlkcFuhHqjGVkU0dIznC6SmJbQ+ex9jpe682oV8Kv702J4WufB2vV0SrVdIyAQGSYV\/77C66MhhMM5kbq1QPRS+Rg115hGIpLBCDI2\/Se8hdwy\/fMMecCiYdWhAOGLQApnOYjfme+nkcaUjXm+9V3o+KcG\/gCTyno2NfBWw6N5xJ9J0OMVHZ5hV2dbkdgebVUcAvc83QEfH5lLpLFKDwDlz8XAex0gLPzBhZd2pUyE1dF3a3KKzZALhDMJ35pFZrEXRS9CO9pMjXjD2e76btaGT13CkYdQFSzyU11Hue03mRk0j+56WA4f1J3oSEXaGOcS53GXBFUvIgyI5L2fsQsDsEMSgeuKpqtCct+u\/eqYwX3BzSuwaMkg6OPEIHsE3yYG8qYTUSc90EiD0s9h+p\/j26GadTXihffhc3NUNtqrADEbMGSvJ4y6oMloG+VUugRIhwpJF60y\/ziPxAoDwGgiH4zEzNw7ENK1nOAzoFeYPYDqByQEBkCGI0\/dCfqvFDFVbD8l9g8ieSuXFXEKYx9Le2f0pSd0g+chFlvMEa0+hDwIVwLsGNB\/KbHQnX8Bh16VXFk9Yqk\/uiPXoY4myUWl1JVPzQhnnjWkRwiAT86SMFNcHcCM\/1VePb\/9hGPX3Oz1A0qNZ6nZcMabDj9Ow88EmQTcvSMcwYUMm9hJ5W4KJjMOFjBk9BPez+qfiJX663TabSRNPCEowNbuyiW1EFuzCzGqKm61wUgotKQ+iKYZxfXxxQ5NJQcBHc5dqHVcWhd2AnMrbGnnxFufQAyVNYmf9wEXZKBjatasX0Os6lQoD+Ai5RRvscpOAMuzDTlbygMoHOJ1XmaAhiBU02Wkt\/rJseWURB+zV7cLvlG4iQPOac2hqczdbwZAeB03ipqyRzvpH\/zPtFhsVwxwib0s86XqYJA6gKFDWXx\/R4llm\/SHFRR0W9Ka118x8F\/BQaFOLMLrfBEZQ6rawcdDZ+PKF8DUvs6YC30W+80HEnWid3A6NqhzdZdxHiP3cQFu3D\/LhFpdGZ5F5c2Pjp4pdUn92xyEBKjjABjNBxIC4Jdd7dUFx+3FcwJ0Bdu3Rebfk70xuRpAq0G0FX1HlIvGhM5X2h++csxmq4XjPqiHt2Wwcmx9LpXRPsT4bR8xM\/1jm5\/CxRdTyRsYLbq1I\/ysHOJmvl8EnyPRLsF6kxlzpsAUAq1t03TPdF+CIzcUu\/9wpfJO89\/qsYcQKyrEYVqvZW8zksxAcro9G0BVwxj8KTy2tLAQROaqz5Kxqhp4ht4MhR+6FnxYvsiCcWIh1\/avcjEYZ2Bey84hKf\/uV26SiVP7JjzMoehbYs5tJ8ZH3E\/EP7XCJJdh4WLRTFRm64tmnPAJ5js6qqfQinJ18wvqffycdmsSP3tPcJ8nRNfhSc5eJeBopTrS\/zM1wdxt9BaWhwhscKljlepFHWdY61bgbP64\/Vrcd1+xlBArxNvHjlhTYdD2NvmtFyJ+WcyBYpTipT4SD52MXfUui2h26syNgLBFtIZTNTFq5HNAC5U69qIYYCIzBLJqBl7\/JxHfSHZC51I9WuoONiI5UceLemJ5a6iBlKAd3PRWoWXCiFoiJiB\/oY1zoRQCIMJim1EvNpZNwTkw2bKGc2RFCAEaStDCDTAUjFigascudLbH2g\/6L2kxLTCGassF02X3zdAVWXFlHhkYtRjNiXfX88QaE+93encUbPi7BuXLagVjXaNuQ+ERqnAMl47e0GyaiI7WX+I5eZXblS8Q479FvKtQegFo6pC5u1Slgkdd4XXwgq1TILu3rk2UljoDDm99Cg\/JG+2ywbh+tm6qoH2BF6mSqTZxkTcuPpq2RmIq5kfNb1k5QDDT4w6zWcxtXV4MRXshAdj+3RJivVe2rjXlVmKYhictgbyCeW8VCN3HARjlrSO4tsKFgbYv9rheG6t0xa2+5sozhh9rzLMSSlT9Hki0KBZTq9SU3zlXZqYavKfiuUZTNiCSjUPK0rNzWvxIe68ThySG4batTBCHYWkrhsywOMTndYx51yfMPG\/xQWS0Ox6DffnD52YLDEqHuiTs1BtGVeEbY55xrfE77acsSpv\/t+rMVkQQUfSEX3ITzBaK9jQD+9OP7T8T1hbqekAcDht\/BlaLrzbR+SpJaTvG34Jo1LK+mPJFKxGJYjj+mMApIAgIGj525hEj9nvgfChLBhLr4SvETpei5xiHZtV1gRAf2ahfHVLvDyCkI0ICwbVVP11RN+LzUbe8XouiR7J6\/UADMIjjAs1d9CyalRq3q9hXcfjkfOBmxxvx6NFvqF9fyENVU0lz5OJrQmrqR+If9lFMpHfucVeT\/2Jrf\/h3asCmcvNuG5vG5NgjP\/V1cjkGUClbC1beiiQinEssAAg+zimc81KHwD+gFEWPgFJczth\/HtA2iuf7mA\/+ofLQONe9wQ3C+8CLGNJM6NYr35Ko4xGhFkaxXjfUwcaD0oVOkpL5s819geGsOWDJaieHquOR2G0Uon9I8l1Us65vcEvpQVhCnknN4k9rgYWIeZrxtPDEIqhvfWJKUHeUaPg5vKTOft1h1HA6peF63hppaeAN1IS4TOd6EzeAU3TYt5hgEGxYZr+koqIhAaVsgBVDQDdq8eWJKhLO8RyPR8hMP7reWFS7GWl7nLTzBw8JQf5uq7v\/Ff+AJC0ZiXL1uuR9zjx2sWus3pUKqBCrwhK7B+a3iKdKg3ElOWvOyS7Fpg1KNSUdgrlYQqmg5jvuAUTg+K+KHZMAWMPrXPNVDTkUlh8SYgjVwL+rHQXWASYjscIgX0LM8oA3AwSL6zzHIO0WwkwQ0CXU1Su5V3SW4Glu7oqfkKRvT\/XQn9bs6dVHQXytB4mKGFkCJYExn67yikgL78d0BcAWYPVBaG3El0w1dMt2SZgw6y1Q376p8SMDsbqL\/n13i7Qee7WMiyFamZzZ4dx\/t6GYo8F\/2sssO9x1UejwbQvUwQZzbqm6GT7ZgTMh6aGd0cfBdSZsnyp4nhGF7DJLS+dWS5S8zuugp4Ct7Oq6sd77DN41LOQak1YW\/reKu+ef0XmjuyT7JL8Vhh8R8Ji9GKjgQPMPzZYK17kutFzK\/J01zLdQc2fWvn8MzvuyUK9\/s6Nk2Tk9kmNfqk8n8nl\/ghs\/5TN3rWb6\/X\/O341evVshQ6qUBZKYfM4sV5fVUdsQCKtrVaOJfuFM\/2p\/76JFCh3fVOqlJRAnRtk8xDFd6NNx1ULKnwje+OD4AYpq3tP7r\/7C4zt4kcWlAlbO4UwPM1cr6o3KKU4GP02pJsDIzxHuhxS9Mi\/jGBhXxDOx15LbbQ5DhyxEFKFZ5rwe2hLcfd0LH4WaMasa02U93tlloh4er+V9r97onXie0vnsceNWhmqEiSonHnhrXAj\/pfdnrMoSZe8qEdTPd1F5V50WqmvzMmV3c52OeMhqeJRdxICP3d8MxgLpteHmtQPAmRb8RZZdsqjKPiL2C4K5UiEqLolK\/+cLiGXECaTZnE5lDrLZyk36RPWYVXDzND4jxYUtnWT4DaVV18JbW9tfWxAXcrcDytWR1hsi16EulPDl\/215EHmM6qZPetTZMyv8L3AyjhZyjGWHJ0O\/NCVwcP7gA7RiM4XPm+LABxxEtm5L6oXewfTst16AjtcofkPGV2e1I5Oh\/5KxAYG9gwGMpofsYlQx\/RjVNJsM8dq9ibxmy5\/iKqqcdHANBa4dVJ\/3bLKi6hLNGcV8ninLwhZaRAfNVm0RRscmrpVOMmWm0NN8Is678f2ATSX5ldpewGLQFY+\/59+IcD9cib6mi3cVmDxfQWZTgxYUIDiTtbNXBvJNof6NfKS3KlYHCCwH6Ch2PmAvtPPs\/K1lzvi8b75dJuxWTGZt1ptMb5Yb35VppqLc26qERp3z5Mw0pfqC7a36POeFECnydjUSV1UReZE80SxnupZ+T8jVoOZU73I8IP8rqpo1lh31j9J0202nNbsAqLtRGKe6T4KYgq9hKmFI2GTd0\/A76vQ2u5JyMr6qXoRRzUMAhR\/nXtte77c7Ve4rJoan\/6N61cIRHh10NVLC3PTocznMTopiphTHkKmweRjx2+G0J7DcrqBUsW7YQuLkF3fnE5hynjsnuXt2EUjpVwQJT1cO16mj6HdqpvZqr8xFXCTtp1CU24FVqWKK7MWGg+Vn0MPK15XMo8n3pBu4TwKVXUSImOeZgHVqZmyEmGJq4577qWrLzWjlkQ\/bSqpXCLG0NTRZ2eAo3IdXQz9Mfx8vPTxei23CxAT8xlt7dSDw5Vlpd7E7xvdQxS8547+YOLo9kRxeUNywXQYtF2GaS1tFZPMP9+R9SCvWw0QU1Tl4ptuUkuj\/+Vsbxva3pY44uRTut5JTvIpi9Brsa4qooFaRg\/2JrF2YsQVjOGlIe1QLZYFTVMiH0ilV\/GO0S0g5zJF4KRakZG39Kel9d1WAiNufIi8iaY4AckqmEb7NX8vIBQyhrEeoInDHcTjOT2BTdwH6jIOGoWGRa9UQNrS5Ugv2\/ZaMgfKJbqXHlhGFilIpeHPw4felQEK2VQJ7VwGLVm99ww3\/DYJmEeJ+5jo0X0u\/s8tVHmW5mzA69Yiq0nEagNxL8pwIsO2zIRXqoBq3C6CV4IKCaP3kqZ3kPD56v8Z5XCXebr5NKixmNyRsRN7aSA1u3y\/Umq5BGqcT7IyZTaMEUhPcbTw8y9uZ8Zreb06egyL3eEAnnQ4Lcn+h9tdr7k9+drbgsNqmCautQWw+KzPiUkI9VdzCNPq9O8TrheTyH96w+i+1DCqBAfo3jIxxRhQEbd5dqXhstmImeyzF+nQTLig==","iv":"00052baf7d13a448afd8c79a308db01b","s":"829a68609151dc59"}