A study, initiated to assess motivations and attitudes of social media users, has indicated that less than five percent of social media users regularly turn to these sites for guidance on purchase decisions.

Published: 26 May 2009

A study, initiated to assess motivations and attitudes of social media users, has indicated that less than five percent of social media users regularly turn to these sites for guidance on purchase decisions.

As per the findings of the study by Knowledge Networks, while 83 percent of the Internet population (ages 13 to 54) participates in social media - 47 percent on a weekly basis - less than five percent of social media users regularly turn to these sites for guidance on purchase decisions in any of nine product/service categories including travel. In addition, only 16 percent of social media users say they are more likely to buy from companies that advertise on social sites.

“Social media use” was defined as having visited any one of 27 social sites or having used social features on other sites. Participation in social media is indeed widespread among those 13 to 54; but when Knowledge Networks asked users whether they regularly turn to these sites when trying to make a purchase decision, the highest percentages among nine categories were 4 percent, for travel and banks/financial services.

Almost two thirds (63 percent) of social media users agree that ads are a “fair price to pay” for use of these sites and features; but a much smaller proportion (16 percent) say they are more likely to buy from advertising brands. “Staying connected” - to friends and family, as well as meeting new people - is by far what is “most liked” (54 percent) about participating in social media.

The study also shows that:

The research was conducted from March 10 through 16, 2009, among 502 members of KnowledgePanel.

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