Influence of Social Media on Global Purchasers

• by Jack Loechner , Staff Writer @mp_research, September 6, 2013

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%).

advertisement advertisement 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.