Influence of Social Media on Global Purchasers

by , Sep 6, 2013, 6:15 AM
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According to the findings of a new study by Ipsos OTX, 35% of online consumers in 24 countries indicate that they have ever purchased a product or service based mostly on an advertisement seen on a social media site, or 31% who have seen a posting seen on a social media site.

Of the online consumers, the countries with the highest proportions of people indicating they have made purchase decisions based mostly on social media are from Brazil (69% based on an ad, 66% based on a post), followed by Indonesia (68%, 64%), Mexico (61%, 60%), India (57%, 50%), Turkey (55%, 50%) and China (51%, 44%).

Secondary Group Of Highly Engaged Social-Purchasers

 

Purchase Based Mostly On Having Seen

Country

Ad On Social Media 

Posting on Social Media

South Africa

42%,

31%

Russia

40%,

35%

Saudi Arabia

39%,

39%

South Korea

34%,

35%

Spain

31%,

27%

Poland

28%,

24%

Italy

28%,

23%

Hungary

25%,

21%

Source: IpsosOTX, August 2013

 

The Lower Group Of Engaged Social-Purchasers

 

Purchase Based Mostly On Having Seen

Country

Ad On Social Media 

Posting on Social Media

Sweden

25%,

17%

Japan

19%,

16%

United States

18%,

16%

Australia

17%,

14%

Belgium

17%,

13%

France

15%,

7%

Germany

14%,

13%

Canada

13%,

10%

Great Britain

9%,

9%

Source: IpsosOTX, August 2013

Global averages indicate that 40% of those under the age of 35 are most likely to have purchased a product or service based mostly on an advertisement they saw on a social media site, or 36% based mostly on a posting they saw on a social media site, in particular when compared with:

  • Those aged 35 to 49… 34% ad… 30% posting
  • Those 50 to 64… 26% ad… 22% posting

Demographic Likelihood Of Purchasing

 

Purchase Influence

Demographic

Seen Ad on Social Media

Seen Posting

Level of Education

 

 

   High

39%,

35%

   Low

34%,

29%

   Medium

32%,

28%

Level of Income

 

 

   High

36%,

32%

   Medium

35%,

31%

   Low

33%,

29%

Gender

 

 

   Women

36%,

32%

   Men

33%,

29%

Source: IpsosOTX, August 2013

For additional information from Ipsos, please visit here.

 

 

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