Brand Interactions on Social Equally Likely to Lead to In-Store as Online Purchases

July 2, 2013

This article is included in these additional categories:

Digital | Retail & E-Commerce | Social Media

VisionCritical-Social-Media-Inspired-Purchases-July2013Consumers who interact with brands on social networks are just as likely to end up buying a product in-store as they are to do so online, finds Vision Critical in a new study [download page] that examines the path “from social to sale.” Based on a series of online surveys conducted over 17 months (February 2012 to June 2013) across 3 countries (US, Canada, and the UK) and 5,657 respondents, the study finds that brand interactions on Facebook are more likely to lead to a purchase than engagement via Twitter or Pinterest.

In the study, brand interactions are referred to as items that are “shared and favorited.” That entails the following activities:

  • Pinning/repinning/liking on Pinterest;
  • Sharing/liking/commenting on Facebook; and
  • Tweeting/retweeting or favoriting on Twitter.

Asking social media users whether they had ever purchased an item either in-store or online after sharing or favoriting it, the survey revealed that:

  • 38% of Facebook users had purchased such an item (30% in-store; 29% online);
  • 29% of Pinterest users had made a purchase (21% in-store; 22% online); and
  • 22% of Twitter users had purchased an item (17% in-store; 18% online).

The results suggest that brand interactions on these networks are as likely to drive in-store as online buys. Retailers aren’t so sure, though: in a recent study, 17% said they believe their social presence has a lot of value in driving in-store sales, but 37% said it had only some value and 46% little to no value at all.

Other Findings:

  • Among Twitter purchasers (those who purchased after sharing or favoriting), 48% of in-store buyers had an income of $50k or more, compared to 39% of those who bought online.
  • In-store purchasers from each network were most likely to buy from a discount retailer (26% among Pinterest in-store purchasers; 43% among Facebook in-store purchasers; and 31% among Twitter purchasers).
  • When they shared or favorited an item, 29% of Pinterest users had not thought about purchasing it yet. Only 16% of Facebook and 9% of Twitter users concurred.

Explore More Articles.

Marketing Charts Logo

Stay on the cutting edge of marketing.

Sign up for our free newsletter.

You have Successfully Subscribed!

Pin It on Pinterest

Share This