Gallup recently released a survey of 18,000 people regarding their social media habits. In the survey, people were specifically asked whether social media had any influence on their purchasing decisions. Just 5% said that it had a great deal of influence, another 30% reported it only had some influence. The bulk of the respondents, 62%, said that social media has no influence at all. The remaining 3% said they didn’t know.
When broken down by age, the results were quite similar. Those born after 1980 were the most influenced, with just 48% reporting that social media was not a factor in their purchasing decisions.
These are, of course, self reported surveys, so some people who are actually influenced may not realize it. A good number of people would prefer not to admit (even to themselves) that marketing efforts by brands does indeed work on them.
Despite the claims of those who were surveyed, most marketers have found that a well run marketing campaign over social media can indeed help to improve sales over time.
Not surprisingly, the vast majority of the respondents said they go to social media to connect with friends and family. Another 29% use it to follow trends, find product reviews or other information. 20% use social media to comment on hot new products or trends.
You can see the entire report published by Gallup HERE.