18% of US consumers – including 23% under 35 – have bought a brand because their friends like or follow the brand on a social network, per findings from an Ipsos survey released in June 2012. This figure was much higher in other markets, though, led by China (54%), India (44%), Turkey (39%), and Indonesia (39%). Overall, 22% of the consumers polled in 24 countries around the globe said that they had bought a brand due to a friend following it on a social network, with the under 35 group twice as likely as the 50-64-year-old set to have done so (27% vs. 13%).
A comScore study released in June used a variety of case studies to demonstrate that Facebook earned media influences buyer behavior, with friends of fans proving a potent audience for brands. Read the rest at MarketingCharts.