Gallup: Most Consumers Not Influenced by Social Media

While 72% of adult consumers spend a considerable amount of time on social media channels, social media is not a game-changer.

social media consumers little influence

The days of the coveted Likes and follows are over. According to a recent Gallup Poll, organizations are adjusting their social strategies around social chatter, not raw numbers, with a focus on quality over quantity.

Of the nearly 20,000 consumers polled, 62 percent said that social media had no influence on their purchasing behavior: “Company-sponsored Facebook pages and Twitter feeds have almost no persuasive power.”

The vast majority of consumers (94%) who use Facebook, Twitter, and other social networking channels do so to connect with family and friends.

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