18% of US consumers – including 23% under 35 – have bought a brand because their friends like or follow the brand on a social network, per findings from an Ipsos survey released in June 2012. This figure was much higher in other markets, though, led by China (54%), India (44%), Turkey (39%), and Indonesia (39%). Overall, 22% of the consumers polled in 24 countries around the globe said that they had bought a brand due to a friend following it on a social network, with the under 35 group twice as likely as the 50-64-year-old set to have done so (27% vs. 13%).
via 1 in 5 Americans Have Bought a Brand That A Friend Has Followed.
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I always wonder about these kinds of results. Unless we’re talking about a test control experiment where some people knew their friend had followed a brand and others did not know, I just can’t really trust self-report information of this type. People really do not know why they do things and they certainly cannot pinpoint it to one specific reason like this.
Let me get this straight, I see a friend has followed a brand so I buy it, and that is the only reason? I can not name even 1 brand that I am absolutely sure that any friend has followed,