Enligt en studie genomförd av Gallup i USA påverkar inte sociala medier våra köpbeslut. Över 18.000 konsumenter ingick i studien och resultaten visar att sociala medier endast påverkar köpbeslutet i mycket liten grad (30 procent av de tillfrågade). Endast 5 procent sa att medier som Facebook påverkar deras köpbeslut.
Personer födda runt vårt årtusende, så kallade Millennials, svarade i något större utsträckning att sociala medier påverkar dem.
“Millennials were apparently more inclined to be swayed, but still 48% said that these sites were not a factor in their decision making process. The majority of respondents (94%) claimed that sites such as Facebook and Twitter were primarily used for connecting with friends and family; only 29% wanted trends and product review information and 20% wanted to comment on events or write product reviews.” står det i rapporten som Gallup publicerade.
Vidare står det i rapporten “Many companies have social media strategies in place that may be largely misdirected. Social media initiatives may actually be the least effective method for influencing consumers’ buying decisions.”