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Facebook, Pinterest Trigger More Offline Actions Than Other Social Sites

December 14, 2012
  |  2,932 views

On average, nearly one-half (47%) of social media users say they've taken some type of action offline (e.g., attending an event, meeting someone in person, making a purchase) after interacting with a social networking site, according to a survey from ACTIVE Network.

Across the five social networks studied—Facebook, LinkedIn, Twitter, Google+, and Pinterest—Facebook drives the most offline actions overall: 87% of Facebook users have taken some type of action offline as a result of an interaction via the site.

Pinterest (70%) ranks second in generating offline actions, followed by LinkedIn (60%), Twitter (56%), and Google+ (37%).

Below, additional findings the study titled "Beyond the Click," from ACTIVE Network.

Facebook, LinkedIn Drive Personal Connections, In-Person Meetings

Interactions via Facebook and LinkedIn tend to drive in-person meetings and direct contacts:

  • 70% of Facebook users have been prompted to contact someone directly as a result of interactions via the site, and 56% of LinkedIn users have done the same as a result of interacting with that site.
  • 40% of Facebook users have been prompted to meet someone in person as a result of interactions via the site, and 25% of LinkedIn users have done the same as a result of interacting with that site. 

Facebook, Twitter Drive Event Attendance

Facebook and Twitter tend to drive event attendance and participation in various activities:

  • 58% of Facebook users have been prompted to attend an event as a result of interactions via the site, and 31% of Twitter users have done the same as a result of interacting with that site.
  • 44% of Facebook users have been prompted to participate in an activity (e.g., sporting event or class) as a result of interactions via the site, and 25% of Twitter users have done the same as a result of interacting with that site.

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