While the majority (83%) of Internet users are actively involved in social media, less than 5 percent use social sites for research about making purchases, according to a new report from Knowledge Networks.
Additionally, only 16 percent of social media users say they are more likely to buy from companies that advertise on social sites.
Participation in social media is widespread among those 13 to 54; but when Knowledge Networks asked user if they regularly turn to these sites when trying to make a purchase decision, the highest percentage among nine categories were 4 percent, for travel and financial services.
Almost two thirds (63%) of social media users agree that ads are a fair tradeoff for the free use of social sites. “Staying connected” to friends and family and meeting new people is what is “most liked” (54%) about participating in social media.
“Our findings show that marketers need to be prudent and people-centric in how they approach social media,” said David Tice, Vice President and Group Account Director, Knowledge Networks.
“Social media users do not have a strong association between these sites and purchase decisions; they see them as being more about personal connection – so finding ways to embrace that powerful function is key. The fact that they are using social media more now than a year ago is a strong indicator that the influence of these sites and features is here to stay.”
