Social Media Shopping Survey: People More Likely to Buy Based on Posts from Business Accounts

Most retailers now use Facebook or similar sites to promote their products, but how often do these posts and interaction actually turn into sales? Especially with holiday gift shopping now in full swing, social media users could use these sites to find unique gift ideas. How many follow businesses, and how many find new products through friends using social media?

social media shopping

Social Media Sites

In Ask Your Target Market’s latest survey, 94% of social media users said they currently have a Facebook account. 63% said they have a YouTube account. 44% said they use Twitter. 24% said they use Pinterest. And 12% said they use other social media sites such as LinkedIn, Instagram and Foursquare.

Social Media Shopping

33% of social media users said that they connect with many businesses on those sites. Another 29% said they connect with just one or two of their favorite businesses on social media. And 37% said they don’t follow or connect with any businesses on social media. Facebook users were 2% more likely to connect with businesses, Twitter users were 9% more likely to connect with businesses, and Pinterest users were 17% more likely to connect with businesses.

Of those who do use social media to connect with their favorite businesses, 32% said that they have made many purchases based on those businesses’ social media posts. Another 16% said that they have made one purchase based on a social media post from a business. 34% said that though they haven’t made any purchases based on social media posts, they have clicked links from businesses and almost made purchases. 19% said they have never come close to buying items based on social media posts from businesses.

Friend Recommendations

Alternatively, 23% of social media users said that they have made multiple purchases based on posts from their friends or other connections. 12% said they have made one purchase based on social media posts from friends. 22% said that they have clicked links to products posted by friends and almost made purchases. 43% said they have never come close to making purchases based on social media posts from friends. Pinterest users were 19% more likely to buy products based on these posts.

You can view the complete survey results in the widget below and be sure to click “Open Full Report” to take advantage of all the chart and filter options.

Photo Credit: Direct Marketing via Social Networks from Flickr

What do you want to know? If you need some consumer insights on a particular topic, let us know in the comments below and we’ll consider it for an upcoming survey post.

Results were collected on November 25 via AYTM’s online survey panel.

ABOUT THE AUTHOR: Anne Pilon
Anne Pilon brings 3 years experience to AYTM as a blogger and journalist. She has a degree in journalism and marketing communications from Columbia College in Chicago and enjoys writing about business, marketing, social media, and art.