Social Media’s Purchase Influence, October 2012 [CHART]

Chart - Social Media’s Purchase Influence

Half of US consumers surveyed by Yesmail say social media somewhat or strongly influences their online purchase decisions, according to an October 2012 report from Yesmail. But social’s influence extends to in-store shopping behavior, too: slightly more than 4 in 10 respondents report that social media plays a part in their in-store purchase decisions, which the study suggests calls for a more active role for social media in promoting in-store deals.

Many social media users like or follow brands on social media to get access to special promotions and discounts, and these promotions appear to be having their intended effect: 34% of the Yesmail survey respondents say they have purchased a product as a result of a promotion over social media. Interestingly, research Yesmail conducted alongside its survey found that only 8% of Facebook campaigns tracked over a 3-month period offered any promotion, as did only 4% of Twitter campaigns. Read the rest at MarketingCharts.