Two-thirds (67%) of consumers who follow brands on Twitter are more likely to buy those brands after becoming a follower, and 51% of Facebook fans are more likely to buy after becoming a fan, according to a study from Chadwick Martin Bailey.
Moreover, 79% of those who follow brands on Twitter are more likely to recommend those brands after following them, and 60% of Facebook fans say the same for Facebook.
Below, other findings from the Chadwick Martin Bailey study, Why Social Media Matters to Your Business, conducted by iModerate Research Technologies.
Website Use by Age Segment
Although Facebook's audience still skews younger, it now more closely reflects the general online population: 86% of surveyed consumers age 18-24 use Facebook a least once a month, as do 72% of those age 25-34 and 64% of those age 35-44. Moreover, 54% of consumers age 45-54 and 50% of those age 55-60 log on to Facebook at least once a month.
Most consumers follow only a handful of brands: 75% of women are fans of fewer than five brands, and just 11% follow 10+brands. Meanwhile, 68% of men are fans of fewer than five brands, and 12% are fans of 10+ brands.