[Infographic] Peer Recommendations Are More Influential Than Any Other Form of Advertising


With the holiday shopping season just around the corner, it behooves marketers to take a look at just how shoppers are using social media. The folks at Crowdtap, a collaborative social marketing platform put together an infographic detailing just how peer influence and social media effects how we shop for gifts.

Based on their research, nearly 65 percent of shoppers use social media to search for gifts and nearly 70 percent purchase gifts they found on social media.

Indeed, social media and peer recommendations have a huge influence on holiday shopping habits. In fact, 90 percent of those surveyed said they trusted earned media — which is akin to social media word-of-mouth — more than any other form of advertising.

While there’s evidence that paid Facebook ads aren’t all that effective, it seems Facebook leads the pack when it comes to peer influenced purchases. Pinterest was about 20 percentage points behind but is the leader when it comes to gift inspiration. In fact, Adobe Digital Insights Analyst Joe Martin predicts that Pinterest will surpass Facebook in retail conversions by the 2014 holiday season.

Of course, if 45 percent of consumers are finding deals on social media, someone has to be sharing deals too. Almost 70 percent said they were most likely to share deals in the form of a digital coupon and nearly 65 percent said they’d share a link to a giveaway, sweepstakes or contest.

Here’s the full infographic.


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