A recent report by Relex reveals that 25% of US adults deem social media as the primary influencer in their purchasing decisions, outpacing Facebook at 21% and Instagram at 20%. Notably, 84% of consumers buy products seen on social media, but only 11% make these purchases within a day. This discrepancy highlights the challenge marketers face in attributing online purchase decisions to specific platforms, especially when transactions occur elsewhere. Thus, maintaining Facebook in marketing strategies is vital as it plays a crucial role in consumer buying behavior before launching new campaigns.
According to Relex, 25% of US adults find social media the most influential platform for purchasing decisions. Facebook leads with 21%, and Instagram closely follows at 20%.
84% of consumers report buying products they discover on social media; however, only 11% complete the purchase within 24 hours, indicating varying levels of engagement.
While Facebook and TikTok influence purchases, tracing the exact source of a consumer's decision is complex, especially if purchases are made elsewhere.
Marketers should consider this data when strategizing social media campaigns, ensuring Facebook remains integral to their marketing efforts to drive product discovery.
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