The Center for Marketing Research at the University of Massachusetts Dartmouth is out with their latest social media report. I’ve followed this series regularly and spent some time perusing the highlights as presented in this infographic. I’m struck by the inverse relationship between some fans and followers on some social networks and the influence on purchasing.
What stood out? I’m struck by the inverse relationship between some fans and followers on some social networks and the influence on purchasing.
For example, 62% of millennials follow brands on Facebook, but only 38% say they’ve made a purchase after liking a post. Contrast that with just 11% of millennials on Pinterest, but 47% say they have made a purchase.
62% of millennials follow brands on Facebook, but only 38% say they’ve made a purchase after liking a post
Is Pinterest comprised of early adopters more likely to make a purchase? Does the visual nature of what some have called a “visual search engine” have a greater influence on purchase decisions? Are people becoming immune to ads on Facebook?
Here’s the complete infographic:
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