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.