Almost half of all purchases on social media are made on Facebook.
According to a study from Open Influence, which interviewed more than 500 consumers who follow celebrities or influencers on social media, Facebook scored the highest for all social channels, with 47.7% of respondents saying that the last time they made a purchase through social media it was on Facebook. Instagram came in second, but with only 8.6% of respondents.
According to Eric Dahan, co-founder and CEO of Open Influence, turning to social media and influencers for purchases is absolutely going to continue to grow.
“There are businesses that are being set up with influencer marketing as the sole component of their go-to-market strategy,” Dahan told FierceRetail. “As people continually look to influencers as the main drivers of content discovery and thought leadership, influencers effect on people’s purchasing decisions will continue to grow.”
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