1 in 3 web users research products on social media Digital Marketing News


A new poll from GlobalWebIndex’s Flagship Report Series has indicated that 1 in 3 web users between the ages of 16-64 use social media to research products, brands or services before making a purchase. The GlobalWebIndex Q1 2016 survey gathered data from Europe, Latin America, Asia Pacific, North America and the Middle East.

Respondents were asked: “Which of the following online sources do you mainly use when you are actively looking for brands, products or services?” As many as 47% (Latin America) from a single region included social media in their response. The region with the lowest percentage of web users using social media to research products, brands or services was found to be North America (24%), whilst 27% of European respondents cited social as one of their main research channels.

Action it!

Most digital marketers already appreciate the potential value of product or brand marketing through social media, but GlobalWebIndex’s new poll certainly serves as a reminder of the importance of social channels – especially for brands operating in multiple markets around the world.

GWI’s research illustrates a broad global trend, but this information should be handled with caution, as the suitability of any brand, product or service for social marketing can vary significantly based on subtle variables. Don’t make social the new be-all-and-end-all of your digital marketing strategy, but do take the time to explore the possibilities.

The best method for boosting your brand up the social search rankings is quite simply to get people talking about it, and following your account as a result. To do so you’ll need high quality, high regularity content engineered for viral-sharing – and it’ll be a big help if you give that content a boost with sponsored posts. Eye-catching infographics or game-changing product announcement graphics are proven winners in this field.

Sharpening your focus on social could be considered anything from a major to a vast project, depending on how much work your brand has put in to date. You’ll find lots of articles on the subject at the Target Internet blog.

That striking figure of 47% from Latin America clearly demonstrates the elevated importance of social in that particular part of the world – and the Middle East is not far behind on 42%. Committing extra marketing resources to social for Latin America and the Middle East would certainly appear to be an option worth exploring for global brands.

Interested in Digital Marketing Elearning - Start Free 30 Day Trial >