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Study Says Twitter Influences More Purchases Than Facebook



Facebook ads. Facebook brand pages. Facebook e-commerce. The forces are working hard to make the Face the place for marketers, but according to a new study by Kantar Media Compete, Twitter has them beat.

The numbers come from the quarterly “Online Shopper Intelligence Study” which looks at cross-channel shopping behavior. The survey was given to 2,574 online purchasers who shopped between July 14 and August 8, 2011 and here’s what they found out.

35% of respondents said that Twitter feeds had an influence on their purchase decisions. Only 23.5% had the same thing to say about Facebook.

Why do you think that is? Frankly, even though I’m a huge Twitter fan, I’m at a loss to explain this one. It’s certainly true of my personal behavior. Each week, the WBArchives tweets about their latest DVD releases and I’ve often clicked through to buy. I also follow them on Facebook but have never clicked through from there. No particular reason, I just don’t.

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Maybe it’s because Twitter feeds move faster than the average Facebook feed, giving you many more opportunities to see something you like. Or maybe it’s that people are more apt to discuss products they like on Twitter. On any given Twitter day, I’ll see people tweeting about movies, music, tech items and even foods they enjoyed. On Facebook, not so much.

The study also found that email is going strong. 89% of respondents said they click through to a retail site. Retail text messaging though, is barely on the radar.

Saving Grace

72.6% of the survey respondents said they wait for items to go on sale before buying. And forget brand loyalty as 60% said they’d buy a store brand over the name brand if it was cheaper.

37% said they use coupons most of the time and 60% said they wouldn’t have made their last purchase without a coupon code. That’s also a box I would have checked, so maybe I am a typical online shopper.

What would get consumers to spend more online? Free shipping was the number one answer, followed by free returns, faster shipping and in-store pickup options.

Want to learn more? Download the full report at Kantar Media.

  • Rhianna

    People are conditioned not to click on Facebook ads because they know where the ads are likely to be.
    Twitter, on the other hand, offers a freshness with each tweet. If a brand/company rep/merchant/affiliate can provide a “micro story” in an attention getting one liner people are more likely to click on such an example. Facebook has an advantage with its display of pictures but I think the advertisements come at the viewer in a similar manner each time. Twitter actually offers a “punch.” This is just a theory :)

  • http://www.wihphotel.com/mag/author/martinsoler/ Martin Soler – wihphotel.com

    Interesting analysis, we’ve found the exact opposite on hotels. When surveying over 10,000 guests on how they heard about the hotel (and offering Twitter as a potential answer) it turns out less than 0.01% (yes that is less than 1percent) heard about it from Twitter. While Facebook plays a much larger role with almost 2%. Maybe it’s the fact that images are more efficient to present hotels. Interesting in any case.

  • http://bolderimage.com Danielle

    Nothing like some statistics to put things into perspective. Thanks for compiling and sharing!

  • http://www.convurgency.com/ Justin Cook

    Going to take a shot in the dark and say that Twitter paid for that study.
    =P