Contravening prevailing wisdom, the results of a new survey from Knowledge Networks shows that social media does not, in fact, drive purchases. Fewer than 5% of consumers age 18-34 “regularly turn to these sites for guidance on purchase decisions” on various product categories.
Or, rather, a new survey from Knowledge Networks shows that very, very few people think that social media influences their purchase decisions. And this is a story we’ve heard before—a year ago, Pew Internet Life conducted a similar survey and concluded the same thing, even though their stats really only indicated that the Internet doesn’t influence people who don’t use it. And once again, at first glance, these numbers aren’t very encouraging:
* 16% of the social-media users surveyed said they’re more inclined to buy brands that advertise on social sites
* 4% of consumers age 18-34 “regularly turn to these sites for guidance on purchase decisions” in the “travel or travel services” and “banks or financial services” categories
* 3% for “clothes or shoes,” “eating out or restaurants” and “personal care products”
* 2% for “cell/mobile phones and services,” “cars or trucks” and “groceries or food”
* 1% for “prescription or OTC drugs”
* 24% sometimes turn to social media for guidance on “travel or travel services” purchases
* 23% sometimes turn to social media for “clothes or shoes” guidance
It’s important to note that Knowledge Networks reserved the “social media” title for purebred-social heavyweights
Bebo.com, Blackplanet.com, Cafemom.com, Classmates.com, ClubPenguin.com, Del.icio.us, Digg.com, Facebook.com, Flickr.com, Flixster.com, Friendster.com, Hi5.com, Imeem.com, Last.fm, Live.com, LinkedIn.com, Livejournal.com, Myspace.com, Myyearbook.com, Ning.com, Picasa.com, Plaxo.com, Reddit.com, Reunion.com, Tagged.com, Twitter.com, YouTube.com
Knowledge Networks says that the survey listed the above sites specifically but also asked respondents to consider “social media features on other websites that are not primarily social media sites.” But really, after reading that list, would you think about wasn’t including consumer reviews on Amazon (they don’t mention books or music as product categories, either or asking for product/purchase advice on your own blog as “social media”?
This is a survey, not an empirical experiment. This only shows us what people think they think, not necessarily what they’re actually thinking, reading, doing (and influenced by). . . .
What do you think? Does social media really not influence purchase decisions—or do people just not think it does when asked on a survey?
Tags: Bebo.com, Blackplanet.com, Cafemom.com, Classmates.com, ClubPenguin.com, Del.icio.us, Digg.com, Facebook.com, Flickr.com, Flixster.com, Friendster.com, Hi5.com, Imeem.com, Last.fm, LinkedIn.com, Live.com, Livejournal.com, Myspace.com, Myyearbook.com, Ning.com, Picasa.com, Plaxo.com, Reddit.com, Reunion.com, Tagged.com, Twitter.com, YouTube.com
