Social media users 'most likely to buy brands advertised on such sites'

New research has discovered that 16 per cent of social media users are more likely to buy from companies which advertise on social sites.

The survey by Knowledge Networks found that travel/travel services and bank/financial services are the most popular sectors which consumers use social media sites for to obtain further information.

Clothes and shoes and eating out/restaurants are also sectors which could benefit from increasing their presence by using social media to relay their brand to potential consumers.

Despite these findings, keeping in touch with family and friends is still the most popular reason why social media sites are used and David Tice, vice-president and group account director of Knowledge Networks said marketers "need to be prudent and people-centric in how they approach social media".

Furthermore, the fact that social media is being turned to more "is a strong indicator that the influence of these sites and features is here to stay", he added.

A recent report by Frost & Sullivan noted that the uptake of Web 2.0 such as social media sites and blogging platforms is lower in Europe than the United States, because many firms fail to recognise that utilising such solutions could be an efficient way of promoting a brand and conducting business.

Written by Greig Daines