Brand Interactions on Social Equally Likely to Lead to In-Store as Online Purchases

Consumers who interact with brands on social networks are just as likely to end up buying a product in-store as they are to do so online, finds Vision Critical in a new study [download page] that examines the path “from social to sale.” Based on a series of online surveys conducted over 17 months (February 2012 to June 2013) across 3 countries (US, Canada, and the UK) and 5,657 respondents, the study finds that brand interactions on Facebook are more likely to lead to a purchase than engagement via Twitter or Pinterest. (more…)