Social media has been described as having an “enormous influence” on consumer behavior. A 2011 Nielsen study found that roughly one-quarter of all time spent by Americans on the web is devoted to sites such as Facebook, Twitter, LinkedIn, and Tumblr, and that 70% of active online networkers shop online. Yet new research suggests that less than 1% of online purchases can be traced back to something the shopper saw posted on social media.
Social media may be transforming the way people interact with each other. But, at least for the time being, it doesn’t seem to be having much of a direct impact in how consumers decide to buy things.
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