Pinterest is the social network most likely to drive spontaneous purchasing, whereas Twitter and Facebook users are more likely to make social media-related purchases of products they were already considering, according to a recent report by Vision Critical.
Asked whether they were already thinking of buying an item when they favorited it, 29% of surveyed Pinterest purchasers said no, compared with just 16% for Facebook and 9% for Twitter.
Below, additional key findings from the report, From Social to Sale, which was based on a survey of 5,657 consumers in the US, Canada, and the UK.
In-Store Purchasing vs. Online
Overall, four in 10 social media users have purchased an item after sharing or favoriting it, with roughly equal amounts of online and in-store purchasing across Facebook, Twitter, and Pinterest.
Time Between Favoriting and Purchase
- Half of social media-related purchasing take place within one week of sharing or favoriting the ultimately purchased item.
- Three weeks after sharing, more than 80%of social media-inspired purchases will have been made.
Ayaz Nanji is an independent digital strategist and a co-founder of ICW Content, a marketing agency specializing in content creation for brands and businesses. He is also a research writer for MarketingProfs. He has worked for Google/YouTube, the Travel Channel, AOL, and the New York Times.
LinkedIn: Ayaz Nanji