All Products > Temkin Group Research > 2011 Research

Social Media’s Limited Affect On Purchase Decisions (June 2011)

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What affect does social media have on purchase decisions? We examined this question using a survey of 6,000 US consumers. Based on their responses, we calculated the Temkin Purchase Influence Index (TPII) to gauges the level of influence that these channels have on the purchase and selection decisions of computers, cell phones, TVs, insurance, health plans, and credit cards. While the overall results show very few areas where social media has a strong influence on these purchases, a deeper analysis of consumers by age, income, ethnicity, and education uncovers pockets of stronger (and weaker) social media influence.


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