63% of consumers who surf the Internet have clicked on an ad shown on a social network, according to a study conducted by the company Episerver. Of that percentage, 33% ended up making the purchase.
“The influencers, a window for companies to sell their products to more consumers.”
The report notes that influencers increasingly influence the purchasing decisions of Internet users. According to it stands out, 52% of the users has arrived at products through the publications of users with a lot of activity and number of followers. Of them, 31% ended up making the purchase.
According to the study, 17% of users come to the products through voice searches. It is an even smaller percentage, but it has increased in comparison with 2017, when it oscillated around 11%.
The increase in this figure is due to the greater use made by consumers of voice aids such as Siri, Cortana or Google Assistant and smart speakers such as Amazon Echo or Google Home, since to make a purchase by voice, the consumer should only ask for it to the digital assistant.
On the other hand, when the consumer does not know what product to buy, he usually resorts to social networks to find something that inspires him. According to the study, 12% of buyers turn to social networks just to get an idea of which product they could choose. Meanwhile, 11% of online consumers resort to traditional ways, such as buying directly from the official page of a certain brand.
The data also show age differences. Within the percentage of consumers who buy through social networks, most are buyers under 37 years. This means that around 78% of this younger audience has acquired their products through a social network. Meanwhile, the percentage of buyers over 37 who see products via social networks is 50%. And of that percentage, only 30% have come to buy a product.