SALESFUEL TODAY

12% of Shoppers Buy from Social Media Ads

by | 2 minute read

Blueshift Research Trends Track­er asked respon­dents about their pur­chas­es of prod­ucts adver­tised on social media sites, and found 12.4%, most­ly mil­len­ni­als, pur­chase items through those ads. "Such pur­chas­es were made pri­mar­i­ly through Face­book (8.1%), fol­lowed by Pin­ter­est (1.9%). The dai­ly 3 bil­lion video views via Face­book could push the mar­ket fur­ther."

"Pin­ter­est also is upping its num­ber of ads, with a more aggres­sive roll­out of 'paid-for pins' and pro­mot­ed pins, which are expect­ed to be more valu­able than oth­er social media ads," Blueshift reports. "The site also is releas­ing more user data to allow bet­ter tar­get­ing for adver­tis­ers.

Twit­ter is tak­ing a dif­fer­ent approach at gain­ing ad dol­lars by acquir­ing Niche, which con­nects brands with grow­ing social media stars."

Blueshift asked: Have you bought any prod­ucts through a social media ad?

  • 8.1% have bought a prod­uct through an ad on Face­book, and 1.9% have bought a prod­uct through a Pin­ter­est ad.
  • 1.3% pur­chased through Insta­gram.
  • Younger respon­dents are the most like­ly to buy a prod­uct through a social media ad.
  • 15.4% were aged 18–29.
  • 13.8% were aged 30–44.
  • Respon­dents with house­hold incomes of more than $150,000 and between $25,000 to $49,999 are the most like­ly to buy a prod­uct through a social media ad.
  • 13.9% of house­holds with incomes between $100,000 and $149,999 bought prod­ucts through social media.

Audi­enceS­CAN finds that 32% of Amer­i­cans are social shop­pers:

  • 18.6% of U.S. adults said "to get deals and dis­counts" when asked: "How do you use social net­works (like Face­book, Twit­ter, LinkedIn and oth­ers)?"
  • 13.6% of U.S. adults said "to learn about new prod­ucts" when asked: "How do you use social net­works (like Face­book, Twit­ter, LinkedIn and oth­ers)?"

They tend to have young chil­dren ‰ÛÒ 21% have kids younger than 5. Also, 27% of this crowd lives in rur­al areas or small towns. Since the major­i­ty of social shop­pers are women, focus­ing on activ­i­ties they enjoy would be a good place to start with social media ads. This audi­ence bakes (55%), dec­o­rates (38%), crafts and/or scrap-books (37%) and likes fash­ion (33%). Social shop­pers are 112% more like­ly than aver­age shop­pers to pur­chase dai­ly deals and 83% more like­ly to buy prod­ucts at or from a direct-sell­ing par­ty, like Mary Kay or Pam­pered Chef.

Audi­enceS­CAN data is avail­able as part of a sub­scrip­tion to AdMall for Agen­cies. Media com­pa­nies can access Audi­enceS­CAN data through the Audi­ence Intel­li­gence Reports inåÊAdMall.

Courtney Huckabay
Court­ney is the Edi­tor for Sales­Fu­el Today. She ana­lyzes sec­ondary cus­tomer research and our pri­ma­ry Audi­enceS­CAN research. Court­ney is a grad­u­ate of Mid­dle Ten­nessee State Uni­ver­si­ty.