Nov 21, 2012
By Amanda Nelson
Social Media Marketing, Strategy

Shortly after we Instagram pictures of our turkey dinners, we'll be watching our Facebook News Feed fill to the brim with Black Friday, Small Business Saturday and Cyber Monday content. Social media is an ideal platform for brands to share their retail stories any time of the year and, with the holidays approaching, they're on hyper drive.

The reason? Social media influences purchasing decisions.

If you need to prove this point to your boss, upper management, customers or even your mother, here are 20 stats on the subject. Feel free to share them at the dinner table tomorrow.

1. Consumers are 71% more likely to make a purchase based on social media referrals (Hubspot)

2. Social networks influence nearly 50% of all IT decision makers (LinkedIn - learn more at TechConnect '12)

3. Out of 53% of consumers who said they use Twitter to recommend companies or products in their Tweets, 48% bought that product or service (SproutSocial)

4. Twitter is the #1 online channel for influencing purchasing decisions surrounding electronics (Mashable)

5. 15,100,000 consumers go to social media channels before making purchase decisions (Knowledge Networks)

6. 49% of consumers use Facebook to search for restaurants (Mashable)

7. 74% of consumers rely on social networks to guide purchase decisions (SproutSocial)

8. 58% of Facebook users expect offers, events or promotions when they become fans (Hubspot)

9. Facebook is the most effective platform to get consumers talking about products (SproutSocial)

10. Facebook is the #1 online channel for influencing the purchase of baby products (Mashable)

11. 79% of consumers like a Facebook company page because it offers discounts and incentives (Forbes)

12. 44% of automotive consumers conduct research on forums (Mashable)

13. 38,000,000 13 to 80 year olds in the U.S. said their purchasing decisions were influenced by social media (Knowledge Networks)

14. 81% of US respondents indicated that friends' social media posts directly influenced their purchase decision (Forbes)

15. As of June 2011, there were 213,000,000 fans of Facebook Pages (Mashable)

16. 32.5% of women say they're influenced by special offers on Facebook vs 29% on Twitter (Business2Community)

17. 78% of respondents said that companies' social media posts impact their purchases (Forbes)

18. Moms are 45% more likely than other women to say they made a purchase from a recommendation on social (MarketingProfs)

19. 70% of active online adult social networkers shop online, 12% more likely than the average adult internet user (Nielsen)

20. 44% of social media savvy women said their trusted/favorite blogger influences their purchasing decision (Business2Community)

What results have you seen using social media for your own marketing initiatives? Is it playing a role in your customers' decisions? Share your thoughts here and have a happy Thanksgiving!

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