Social media sharing drives equal amount of in-store and online purchasing says study

Forty per cent of social media users have bought a product after favouriting or sharing it on Facebook, Twitter or Pinterest, according to a study by Vision Critical.

Study: Image courtesy of Vision Critical

Facebook was found to drive most users to purchase while the data showed, somewhat surprisingly, that customers were as likely to make the purchase in-store as online.

Vice-president of social media at Vision Critical told Forbes: “One of the more surprising findings in this whole research for me was to see how significant that in-store purchasing is. This is one of those really not intuitive findings.

“And just that recognition that you are not getting the whole story on social from tracking social to e-commerce conversions is a huge finding.

“If you are estimating the ROI on social by looking at social to web, you are missing roughly half your social-inspired purchasing.”

Almost 6,000 social media users contributed to the research.

Search The Drum Jobs

Explore the best jobs in Marketing and Media industries
View all open jobs
AH

Angela Haggerty

All by Angela