Consumers Point to Facebook As Their Top Digital Channel for Discovering New Brands

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Instagram (27%), Pinterest (22%), Twitter (14%), and Snapchat (12%) – the other social media channels – identified, don’t have quite the same heft as Facebook in promoting brand awareness, likely due to their lower reach. Nonetheless, significant proportions of respondents reported discovering new brands through these social media channels, with YouTube also a key player (40% using for brand discovery). Research has revealed that social media is especially important for younger shoppers, with a study by Kantar Media noting that half (50%) of adults age 18-34 use social media to find out more about a brand and its services.It’s also worth noting that while social media is a key place for discovering a brand, once shoppers are further down the purchase journey, social media is not as important to shoppers’ decision-making, with search instead cited as more of a purchase driver. Separately, a survey by SUMO Heavy revealed that fewer than 1 in 5 (18%) adults say they have made a purchase directly through social media.Given this point, marketers should note that 46% of shoppers also use websites to discover new brands – which obviously is also a default point of purchase for online shoppers. Because of this, it is advisable that brand websites are user-friendly, especially on their site search function. RichRelevance research from last year showed that some 60% of US shoppers believe that the search box on a website is extremely important.

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