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Social Media: A Strong Influence on Millennial’s Buying Habits

social_media_logos.gifAt last some concrete evidence confirming a trend that has seemed likely.

A recent study has shown that, compared with older generations, the buying habits of Millennials are significantly more influenced by their friends’ social media activities.

According to a poll conducted by Harris Interactive for the Webby Awards 68% of 18 to 34 years old social media users surveyed were at least somewhat more likely to purchase an item after seeing a friend’s post about the item.

Not surprisingly, on the opposite side of the scale were the users over 65 years old. 78% of this group answered that they were not at all likely to make a purchase based on post made by friends on their social media accounts.

Income level did not seem to have a strong correlation to the effect of social media, although those people whose household income was between $75,000 to $100,000 were more likely to be influenced by friends posts.

A somewhat more surprising result is that people in households with children said they were much more likely to be effected by social media.


Another key breakdown relates to gender.

The study found that women are much more likely to share their thoughts and feelings about a product or service. And this is consistently true for all age groups.

For example the youngest group, 18 to 34 years old, just over 50% of the women indicated they would share their thoughts at least sometimes. For men of the same age, 61% said they rarely or never would share information.

In the older groups, the percentage of “sharers” went down for both genders, but women were still more likely to share. For example, in the 55 to 64 year old group, only 30% of women would share at least sometimes, but 91% of the men said they rarely or never shared their views.

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