A closer look at what that means and what people are actually using social media for is revealing and makes clear the need for advertisers to use the medium to understand what their customers are saying (listening) and to extend their other on and offline marketing activities:
- 70% of US adults visit social media sites.
- 23% of all US adults research products online and
- 47% of these say this directly impacts decision making.
- That means that around 25 million adults in the US make their purchase decisions on the basis of social media.