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New Research Confirms Social Drives Sales

There is a longstanding debate in the retail space about the ability of social media to drive sales. Because many marketers still are struggling to track, analyze and respond to social feedback, it can be difficult to measure the ROI of social media.

New research from Vision Critical, however, is debunking social skeptics. According to a survey of 5,900 social media users in the U.S., UK and Canada, 40% of all social media users have purchased items online or in-store after sharing or “favoriting” them on Facebook, Twitter or Pinterest. The survey also confirmed that social media drives approximately the same amount of sales both in-store and online.

“This is a huge percentage of the social media audience,” noted David Sevitt, VP of Consumer Insights at Vision Critical, and one of the writers of the report. The fact that social networks influence sales across all channels “is a real wake-up call for executives.” 

Read the full article on Retail Touch Points