A survey conducted by Yotpo of 2,000 consumers in the UK reveals that most (65%) now use social media to research products before buying online. Not only that, but one in 10 people won’t shop without consulting social media.

The data shows that 12% of people consult social media sites every time they want to make a purchase, meaning how retailers and brands appear on these sites is vital to their bottom line.

Other interesting findings:

  • What social channels are they using? Almost four in five people research products on Facebook before buying them, with half using YouTube and a quarter using Twitter in the same way.
  • Both men and women conduct most of their research on Facebook, but males prefer YouTube as a shopping tool, while females are twice as likely to rely on Pinterest with 24% of them relying on pins.
  • 25% of young adults between the ages of 18 and 24 consult social media for research every time they shop, while just 3% of pensioners do the same.


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