People who use social networks are more prone to higher spending compared with those not interested in such sites, according to the study “Integrated Social Media Sales Impact” by Ogilvy and ChatThreads.
According to the study, people who use social networks are seven times more likely to spending more compared to people not using such platforms. The impact of the social networks on consumers increase if they are exposed to other types of media, OOH (out of home), PR and TV.
People with access to social media and exposed to OOH or TV commercial messages are twice as likely to spend more than those who were not exposed to such influences. People exposed to messages on social networks that have also read news or editorial materials spent 17% more than others who did not have such activities.
“This study attempts to understand the complex factors that influence changes in consumer consumption. We found that exposure to messages on social networks, especially when combined with other types of media exposure can lead to a predisposition for two to seven times higher in spending”, said Irfan Kamal, senior vice president, Digital and Social at Ogilvy.