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BizReport : Social Marketing : September 16, 2011

Survey: Twitter wields more purchase influence than Facebook

In their research into online shopping Kantar Media Compete discovered a surprising statistic concerning the comparative influence of Twitter and Facebook on purchase decisions.

by Helen Leggatt

F-commerce may not be all it's cracked up to be. When Kantar asked 2,574 shoppers about the impact of social networks on their purchase decisions more people said that Twitter played a bigger role than Facebook - 35% versus 24%.

It's an odd scenario, perhaps, but can maybe be explained by how consumers primarily use each network. On Twitter users sign up specifically to Follow others while on Facebook "Liking" a brand is a secondary activity and merely injects that information into what is their primary social network use - socializing. While Facebook is good for creating buzz and engagement, Twitter's use is a little more black and white and the call to action clearer.

The survey, conducted as part of Kantar Media Compete's quarterly Online Shopper Intelligence Study, also revealed that email continues to dominate. Over a third of respondents received over 20 emails each day and 89% of all email recipients clicked through at least "occasionally" or later visited the sender's website.

SMS, however, is still scarce in the wild. Nearly three-quarters (72.2%) of respondents received no SMS text messages from retailers.

Coupons continue to drive sales among budget-conscious consumers. One in five respondents used a coupon for their last purchase - a purchase 60% of them wouldn't have made had they not obtained the coupon.

Tags: consumer insight, Facebook, Kantar, purchase decision, social media, survey, Twitter

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