UK accountants jump on social media bandwagon

UK accountants, once thought of as being behind the technology curve, are now strongly embracing social media, according to research.

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UK accountants, once thought of as being behind the technology curve, are now strongly embracing social media, according to research.

A survey of 1,100 UK accountants by information services firm Wolters Kluwer found that 77 percent are now using social media sites, more than 10 percent higher than a similar survey conducted in 2011.

Just over a third of accountants are now visiting social media sites at least once a day, and a further 27 percent visit several times a day.

The popularity of mobile devices for social media is clear, with two-thirds of accountants now accessing social media via their phone, and over 40 percent using a tablet. Tablet usage has almost trebled since the first Wolters Kluwer social media survey two years ago.

Older accountants who might be considered tech-adverse are also dipping their toes in the water, with 38 percent of survey participants over the age of 51.

There is higher social media usage among women accountants (85 percent), compared to men (72 percent). The male/female split for survey respondents was 59 percent/41 percent.

Simon Crompton, managing director of Wolters Kluwer’s CCH business unit in the UK, said: “There is evidence that consumers perceive social media as a more trustworthy source of information than some traditional ways of marketing professional services.”

LinkedIn was rated in the survey as the most important social media website for professional use, with 67 percent of accountants using it. As for Twitter, 43 percent of respondents say they use it, but only 18 percent are using it in their professional lives.

Although over 80 percent of respondents used Facebook, only 12 percent of them use it for professional purposes, and only 2 percent maintain an account solely for this purpose.

As for blogs, 84 percent do not use them, and only 10 percent use them in their professional lives.

Google+ is showing signs of growth in popularity among accountants, but usage again remains low. Although 74 percent still don’t use it at all, numbers are steadily growing and 14 percent report that they use Google+ in their professional lives - more than Facebook.

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