[SMK] Social Media Knowledge

DIGITAL MARKETING NEWS

Stat analysis: 55% buy after social discovery

Meeker’s Internet Trends 2018 report has a catchy headline statistic: 55% of Americans are buying products online after discovering them via social media.

So, what are the real implications of that 55% stat?

What it counts

The data is drawn from the Curalate Consumer Survey, run in August 2017. This data point reports on respondents aged between 18 and 65 years.

The wording of the question clearly established that 55% of the respondents bought a product online after they’d discovered it on social media.

In fact, the data is broken down even further. With 44% of respondents went back to complete their purchase ‘later’, while 11% bought the product immediately.

What it doesn’t say

The 55% result may come as a surprise. To add to its shock factor, the statistic does not even try to capture the number of purchases made offline (eg in store) after having found a product through social media.

But, be careful to not read too much into it. For example, it does not mean that 55% of social media discoveries convert into sales.

Each respondent may have discovered dozens of products via social media. To be counted in the 55%, they only need to have bought one of them. The other dozens of discoveries might have been dismissed or forgotten.

Do you push product discovery content through your social channels? 

Copy Transmission is a Melbourne-based agency :: Better Brands. Loud & Clear.

Learn with SMK through December

Start your SMK: Digital Excellence 7-day free trial today and unlock unlimited, on-demand access to hundreds of hours of digital masterclasses, training courses and hands-on tutorials.

Your risk-free trial offers the perfect opportunity to expand and upgrade your digital intellectual property.

Each month SMK releases 30 hours of new and updated social media and digital marketing educational course content, ensuring you never get left behind – be it on digital strategy, tactics or implementation.

Alongside this, SMK offers live help and support weekly within the SMK Working Group. It might be a quick fix or the root of a bigger problem; either way, a problem shared is a problem halved. On a day-to-day basis, SMK’s team gives you hands-on support and fresh ideas.

Not to mention a shoulder to cry on, occasionally.

December's Courses, Live Help & Support Options

Live Member Clinics every Monday & Tuesday from 1 pm – 2 pm AEST

  • Live help and support from SMK’s team of analysts.
  • Book in to request a personalised discussion for 15 or 30m via Zoom within the Facebook Working Group.

Weekly Technical Labs: Meta Business Suite on Wednesdays from 1 pm – 2 pm AEST

  • Technical Labs explore the technological process and workflows related to key digital marketing activities.

Google Analytics 4, Data Analysis & Evaluation Masterclass on Thursdays from 10 am – 12 pm AEST

  • Module 1: GA4 Optimisation, Key Features, Tools & Reports
  • Module 2: Setting up GA4 Conversions & Understanding Analytics Events
  • Module Three: Analytics campaign tracking and report analysis
  • Module Four: GA4 report round-up, conversion attribution & visualisation

Influencer Marketing Masterclass: Organic, Paid & Commerce on Fridays from 10 am – 12 pm AEST

  • Module 1: 2024 Influencer Marketing Trends, Forecasts & Opportunities
  • Module 2: Organic Influencer Marketing Best Practices
  • Module 3: Optimising Influencer Campaigns With Social Ads
  • Module 4: Evaluation, Reporting and Influencer Commerce

Leave a Comment