20 stats that show how social media affects the purchase journey

For businesses, knowing how customers interact with social channels can help inform marketing strategy and spend.

That’s why we’ve collated twenty social media statistics and facts the demonstrate how influential social media is in the customer’s purchase journey.

We’ll look at how online channels affect the customer’s purchase journey, which social logins customers prefer, how brands are perceived on each platform and where customers head to for shopping advice.

How online channels affect the customer’s purchase journey


  • 87% of consumers begin their shopping journey with digital. (Source: Salesforce)


  • 82% of consumers consult their phones while they're in a store deciding what product to buy. One in 10 of those people end up buying a different product than they had planned. (Source: Think With Google)


  • 71% of shoppers have gone into an offline shop to look at products because someone recommended it online. (Source: Maybe*)


Facebook statistics


  • Facebook accounts for 53.1% of social logins made by consumers to sign into the apps and websites of publishers and brands. (Source: Statista)


  • 39% of people are likely to follow and engage with a brand on Facebook to get exclusive offers. (Source: Kentico)


  • E-commerce click-through rates have tripled in the last two years. (Source: Kleiner Perkins)


  • 40% of consumers prefer social logins with most people (60%) preferring Facebook. (Source: Monetate)


  • 78% of marketers report best return on investment from Facebook and Google. (Source: EMarketer)

Twitter statistics


  • 9 in 10 people said they changed their opinion about a purchase because of advice that was given to them by someone they knew on Twitter. (Source: Twitter)


  • 54% of users surveyed by Twitter reported that they had taken action after seeing a brand mentioned in Tweets (including visiting their website, searching for the brand, or retweeting content) (Source: Twitter)


  • 75% of B2B businesses market on Twitter - (Source: Statista)


  • 47% of the people that visit a Twitter profile, also visit the website linked to that profile. - (Source: StatusBrew)


  • 77% of Twitter users feel more positive about a brand when their Tweet has been replied to. (Source: Twitter)

Instagram statistics


    • People perceive brands on Instagram as popular (78%), creative (77%), entertaining (76%) and relevant (74%). (Source:  Facebook)



    • 87% of people said that they took action after seeing product information on Instagram, such as following a brand, visiting their website or making a purchase online. (Source: Facebook)


    • Over a third of Instagram users have used their mobile to purchase a product online– making them 70% more likely to do so than non-users. (Source:  Global Web Index)


    • Engagement with brands on Instagram is 10 times higher than Facebook, 54 times higher than Pinterest, and 84 times higher than Twitter. (Source: Forrester)

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