08.29.17
Maybe consumers aren't as dumb as we thought. Despite keeping their eyes glued to their phones in the hopes of snapchatting and instagramming with everyone in their social network, all those posts aren't moving the needle when it comes to making a sale, according to eMarketer. An August 2017 study from CivicScience, an online polling company that surveys consumers on their favorite websites and social networks, found that very few US internet users have made a purchase based on ads they saw on social platforms, like Facebook or Snapchat.
In fact, just 1% of respondents ages 13 and older said they made a purchase based on a Snapchat ad they saw, and only 4% said they bought anything based on an Instagram ad.
Overall, out of the various social networks mentioned, respondents were more likely to buy something based on a Facebook ad they saw compared with other social networks.
But again, social commerce adoption among these respondents was low. For the most part, a large share (45%) reported that they have never purchased anything based on ads they saw from these social media sites. Meanwhile, over a third said they just don’t use social media—bless their souls!
In contrast, a separate study by CPC Strategy found that over one-quarter of US internet users had made a purchase after clicking on an ad they came across on Facebook. Meanwhile, just 7% of those who didn’t click on an ad completed a purchase as well. The survey also found that those who did click on a Facebook ad were roughly 3.5 more times likely to buy a product than those who didn’t.
In fact, just 1% of respondents ages 13 and older said they made a purchase based on a Snapchat ad they saw, and only 4% said they bought anything based on an Instagram ad.
Overall, out of the various social networks mentioned, respondents were more likely to buy something based on a Facebook ad they saw compared with other social networks.
But again, social commerce adoption among these respondents was low. For the most part, a large share (45%) reported that they have never purchased anything based on ads they saw from these social media sites. Meanwhile, over a third said they just don’t use social media—bless their souls!
In contrast, a separate study by CPC Strategy found that over one-quarter of US internet users had made a purchase after clicking on an ad they came across on Facebook. Meanwhile, just 7% of those who didn’t click on an ad completed a purchase as well. The survey also found that those who did click on a Facebook ad were roughly 3.5 more times likely to buy a product than those who didn’t.