Where Are Customers Sharing and Hiding on Social Sites?
Most retailers recognize that social networks are having an impact on sales, both online and in stores, but exactly who is being influenced and how often has not been clear. A new study by Vision Critical highlights the fact that people of different ages, genders and predilections visit different social media sites and are influenced into action in different ways.
The study, which was conducted over 17 months and interviewed more than 5,600 people in the U.S., Canada and the U.K., discovered that four in 10 of social media users have purchased an item online or in-store after sharing or favoriting it on Twitter, Facebook or Pinterest. However, detecting who is being influenced is not always easy. Among Facebook users, for example, 68% are “lurkers,” who post only rarely, so the influence of social networking on their purchasing will not be visible just by looking at Facebook analytics. The result is that, in addition to users who share prospective purchases, most brands have a large invisible audience.
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