RELATIONSHIPS 23 - the influence of social networks.
A Core report on the influence of social networks on decision making.
Relationships have a natural ebb and flow, often intensifying or fading away over time, whether they be platonic or romantic. These connections require care and attention, and have been tested by global pandemics. Nonetheless, relationships are ultimately lifesaving.
However, in today's world, where the perception of being "always-connected" is prevalent, the absence of authentic relationships poses a significant challenge to society. Recent research has shown that chronic loneliness can have serious physical and mental health consequences, highlighting the importance of fostering strong relationships.
In Core’s RELATIONSHIPS 23 report, Core Research reveals that 61% of people in Ireland sometimes feel lonely, while one in three people believe they do not have enough time to maintain relationships.
The Harvard Study of Adult Development, which has been ongoing since 1938, is the most extensive longitudinal study of human life to date. Its findings have led to a simple yet profound conclusion: good relationships are crucial for our health and happiness.
The key is to actively nurture these relationships.
Why do relationships matter in the world of communications?
Relationships are not only important to individuals’ happiness and health, but also to society and the economy. Strong, nurtured and authentic relationships can maintain social cohesion, spread new ideas and drive innovation. For brands and organisations, real-life social networks are central to sharing information and brand recommendations.
Core’s RELATIONSHIPS 23 report reveals the extent to which the closest people in our lives influence our decision-making in life, our brand choices and products and services we recommend to others.
Based on a nationally representative survey conducted by Core Research, in February 2023, the average number of most trusted friends or intimate relationships a person has is five. This number tallies with multiple studies conducted by anthropologist, Robin Dunbar, who explores the world of social networks. Dunbar’s number is 150 which represents the size of a social network most people can manage. Within this, the average person in Ireland has 46 friends who they socialise with regularly.
These layers of relationships are important as the most trusted group (five people) are the most influential in our decision making, and we also spend the most time with.
People told Core Research, that they spend 61 hours every month, with this close group of five, over twice as much as the next layer of eight good friends. 82% of people say their most trusted friends (five people) influence their decisions in life, the brands they choose or products or services they invest in. This is 2.5 times more than the number of people who state social media, journalists, or traditional media influence these decisions.
36% of all adults say these trusted friends are very influential on their decision making. Areas which have the most social influence include health, holidays, food and technology, but every category is subject to social conversations.
The role of relationships is critical to understanding the spread of ideas. Whether brand recommendations or misinformation, it is important to recognise that authentic and analogue social networks are hugely impactful on decision-making.
