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Home arrow Marketing Research News arrow Latest Market Research Findings arrow Three in Ten Global Internet Users Have Made a Purchase Based Mostly on a Social Media Ad
Three in Ten Global Internet Users Have Made a Purchase Based Mostly on a Social Media Ad PDF Print E-mail
Written by Ipsos   
27 Aug 2013

Three in ten online consumers in 24 countries indicate that they have ever purchased a product or service based mostly on an advertisement you saw on a social media site (35%) or on a posting you saw on a social media site (31%). The findings reflect a new poll of 18,150 respondents conducted by Ipsos OTX – the global innovation centre for Ipsos, the world’s third largest market and opinion research firm.

Of the online consumers, the countries with the highest proportions of people indicating they have made purchase decisions based mostly on social media are from Brazil (69% based on an ad, 66% based on a post), followed by Indonesia (68%, 64%), Mexico (61%, 60%), India (57%, 50%), Turkey (55%, 50%) and China (51%, 44%). This group of highly engaged social-purchasers is followed by South Africa (42%, 31%), Russia (40%, 35%), Saudi Arabia (39%, 39%), South Korea (34%, 35%), Spain (31%, 27%), Poland (28%, 24%), Italy (28%, 23%) and Hungary (25%, 21%) rounding out the middle of the pack. The lower groups includes: Sweden (25%, 17%), Japan (19%, 16%), United States (18%, 16%), Australia (17%, 14%), Belgium (17%, 13%), France (15%, 7%), Germany (14%, 13%), Canada (13%, 10%) and Great Britain (9%, 9%).

As for demographics, global averages indicate that those under the age of 35 are most likely to have purchased a product or service based mostly on an advertisement they saw on a social media site (40%) or based mostly on a posting they saw on a social media site (36%), in particular when compared with those aged 35 to 49 (34% ad, 30% posting) and those 50 to 64 (26%, 22%). Those with a high level of education (39%, 35%) are somewhat more likely than those with a low (34%, 29%) and medium (32%, 28%) level of education. Income also appears to be an influencing factor: high income (36%, 32%), medium income (35%, 31%) and low income (33%, 29%). Women (36%, 32%) appear somewhat more likely than men (33%, 29%) to have base social media-driven purchases in the past.

Last Updated ( 27 Aug 2013 )
 
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