General Article Four in ten consumers influenced by social media when researching products

Topic Selected: Consumerism
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Online retailers have seen evidence of their social media investments paying off with the revelation that 40% of consumers admit to being influenced by networks when buying online.



According to a new study from market researcher Mintel, 79% of consumers have viewed or shared content from a company’s social media page. Younger browsers are most receptive to this particular form of advertising; the study finding that 21% of males aged 18–34 have bought a product straight after interacting with an ad on the likes of Facebook and Twitter. 

What is perhaps more interesting for marketers is the rapid uptake in certain techniques within social media campaigns. Native advertising, for instance, is said to be growing immensely across networks as brands look for more subtle ways of making their presence felt.

Mintel went on to warn retailers to be patient with their activity on social media. Many consumers appear to be using networks for initial product research but it seems that very few...

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