Facebook and Twitter ads aren’t effective

Source: Gallup.com

A clear majority of Americans say social media have no effect at all on their purchasing decisions. Although many companies run aggressive marketing campaigns on social media, 62% in the U.S. say Facebook and Twitter, among other sites, do not have any influence on their decisions to purchase products.

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Despite tremendous numbers of Americans using social media institutions such as Facebook, Google+, LinkedIn, and Twitter, only 5% say social media have “a great deal of influence” on their purchasing decisions, while another 30% say these channels have “some influence.” These data, from Gallup’s new State of the American Consumer report, are based on Americans’ self-reported estimates of how much social media campaigns affect their purchasing decisions. While social media may have more influence than some Americans realize or will admit, these data show that relatively few consumers consciously take into account what they learn from social media when making purchases.

Millennials, a Key Social Media Audience, Not Influenced Much Either

Even millennials — a generation that many companies regard as a key social media audience — tend to say that social media marketing is not much of a factor in their decision-making. Among the four major generation groups that Gallup surveyed, millennials (those born after 1980) were the most likely to say that social media have at least some influence on their buying decisions (50%). But millennials were nearly as likely to say social media have no influence at all.

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Social media’s influence on Americans’ purchasing decisions decreases with age. Among traditionalists (those born prior to 1946), a solid 75% say that social media do not have any impact on whether they purchase a product or service. The generational differences may reflect varying degrees of social media use across age groups.

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