by Frank Strong
If you are influenced by social media to make purchases, please raise your hand!
Some 40% of social media users have made purchases online, or in stores after interacting with content on social networks. This according to a study by the Vancouver-headquartered Vision Critical titled: How Social Media Drives Your Customers’ Purchasing Decisions.
Vision Critical itself sells market research solutions and they used their own panels to interview about 6,000 people in the U.S., U.K. and Canada, over the course of roughly a year and a half. The study looks at just three social networks in Pinterest, Facebook and Twitter, so it’s a narrow scope across networks, but it takes a fairly deep look at these networks.
The study has been on my reading list for several months and I’m glad I kept the link. Here are five takeaways that jumped out at me:
1. Men make more social purchases. There are more women on social media, but men make more purchases. Pinterest users for example are 83% female as are 57% of Facebook users. Twitter was stand out as a male-heavy platform, where 54% of users are men. However, overall men are more susceptible to the influence of social media in making a purchase. Fifty-six percent of social-related purchases are made by men.
2. Older user base; youthful purchasing power. It’s easy to think of social media as appealing to a younger demographic, and while that might have been true a decade ago, this survey says that’s no longer true. We’re all getting older, no? The majority of social media users across Pinterest, Facebook and Twitter fall into the 35-54 age group. However of social media users that made social-related purchases 51% fall into the 18-34 age bracket. Read More…