Consumers are influenced by what brands their friends and family follow on social media.
A study from Ipsos OTX and Ipsos Global @dvisor asked internet users worldwide about their presumed action when they saw that a friend “liked” or followed a certain brand on a social network such as Facebook or Twitter.
In March 2012, 22% of internet users worldwide said they would buy such a brand. But in the US, that number dropped a bit, to 18% of all US internet users.
Younger consumers were more likely to buy because of a “like.” Ipsos found that 23% of US internet users under the age of 35 said they would buy a brand because of a friend’s social endorsement, and nearly as many internet users between the ages 35 and 49 would do so.
Females and males were about even by this metric, at 18% vs. 17%. Keeping up with the latest content was the most popular reason, cited by 43.5% of moms, 44.4% of other women and 30.7% of males.
Source: eMarketer
