35% of online consumers across 24 countries claim to have ever purchased a product or service based mostly on an ad they saw on a social media site, details Ipsos Open Thinking Exchange in new survey data. But that figure drops to just 18% in the US. Similarly, US respondents were about half as likely as the average global respondent to report having ever purchased a product or service based mostly on a posting they saw on a social media site (16% vs. 31%).
Within the US, social media’s influence on purchase decisions tends to be higher among the demographic groups that are its heaviest users: women and youth. Women were almost 50% more likely than men to report having bought something mostly as the result of a social media ad (22% vs. 15%), and roughly 67% more likely to have done so mostly on the basis of a social media posting (20% vs. 12%).
Source: Marketing Charts