In September 2014 polling by CivicScience, 43% of US internet users said that social media “chatter” had the most influence on what they bought, where they ate or the movies and TV shows they watched—up 22 percentage points year over year to tie TV ads for first place. Meanwhile, just 14% said the same about internet ads. Those who were most likely to be influenced by comments or recommendations on social media were ages 18 to 29.
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However, just because social influences purchases doesn’t mean those transactions take place online. In fact, CivicScience found that those influenced most by social media chatter were most likely to make the majority of their purchases in-store. Fully 23% split their buys between the physical and digital worlds, while the same percentage were almost completely online-only. Read the rest at eMarketer.