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Where People Buy On Social Networks

By Maura Mitchell

Consumers are three times more likely to shop on Pinterest than on other social networks. Food and fashion top their list of interests.

This is part of a growing trend of Americans using different social nets for different subjects. Twitter is for business and sports. Family, parenting and politics lead on Facebook. Pinterest is all about ecommerce.

What device consumers are on also impacts their social behavior. Sharing is occurring more and more on smartphones and tablets, and less on laptops. Mobile now makes up over half of all sharing on the top three networks, Facebook, Pinterest and Twitter.

The type of content consumers read also depends on their device. People are twice as likely to engage with CPG posts as any others on their smartphones.

Least you think this all only applies to Millennials and Gen Xers, check out this statistic. Americans over age 55 (who make up 26% of the population) now account for 43% of social sharing on tablets, 34% on laptops, and 21% on smartphones.

What are the implications for your business?
  • Do you have a Pinterest strategy? It’s a must if you’re in the food or fashion business.
  • Have you optimized everything you do for mobile? It’s critical for all businesses, especially CPG companies.
For help developing powerful digital strategies that work, compelling marketing strategies that drive results, strategic plans that deliver growth, or new products that consumers love, contact Brandology at 925-417-2253 or
Sources: ShareThis 2014

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