MENLO PARK, Calif. — Only 2% of consumers who use social media such as facebook.com or twitter.com said they use the sites regularly for guidance on grocery purchase decisions, according to a report by Knowledge Networks here.
However, 13% said they sometimes use those media to help make grocery purchase decisions, the report indicated. Although 83% of people aged 13 to 54 participate in social media, less than 5% of them turn to those sites for guidance on purchase decisions, the report said, with "travel or travel services" topping the list of nine categories at 4% who do so regularly and 24% who do so sometimes.
According to David Tice, vice president and group account director for Knowledge Networks, “Our findings show that marketers need to be prudent and people-centric in how they approach social media. Social media users do not have a strong association between these sites and purchase decisions — they see them as being more about personal connection — so finding ways to embrace that powerful function is key.”
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