{"id":19072,"date":"2018-06-14T00:00:00","date_gmt":"2018-06-13T22:00:00","guid":{"rendered":"https:\/\/trilogi.com\/blog\/iab-annual-social-media-study-2018-the-influence-of-social-media-on-online\/"},"modified":"2018-06-14T00:00:00","modified_gmt":"2018-06-13T22:00:00","slug":"iab-annual-social-media-study-2018-the-influence-of-social-media-on-online","status":"publish","type":"post","link":"https:\/\/trilogi.com\/blog\/en\/iab-annual-social-media-study-2018-the-influence-of-social-media-on-online\/","title":{"rendered":"IAB Annual Social Media Study 2018: the influence of social media on online sales"},"content":{"rendered":"<p>What influence do social networks have on online sales in 2018? Once again, the well-known and respected <em>IAB Annual Social Media Study<\/em>, produced by Elogia, has been released. This is the ninth edition. Among other things, the study answers that very question. Very interesting for brands that want to boost their online store through social media but still have doubts.<\/p>\n<p>To be or not to be on social media? That is the question.<\/p>\n<p>I hope that after reading this post you\u2019ll have no doubts.<\/p>\n<h2><strong>Can a good social media strategy help me sell more?<\/strong><\/h2>\n<p>The study\u2019s data gives a clear answer. A resounding yes, but with nuances.<\/p>\n<div class=\"cuidado\">\n<p><strong>Simply having active social media accounts won\u2019t make you sell more:<\/strong><\/p>\n<ul>\n<li>Design a strategy that avoids plain, hard product selling<\/li>\n<li>Define your niche within the social network to reach your potential audience<\/li>\n<\/ul>\n<\/div>\n<p>Let me get to the point before I digress. We\u2019ll talk about the social media strategy you should follow to boost online sales another day.<\/p>\n<p>There\u2019s plenty of interesting data in the <em>IAB Annual Social Media Study, <\/em>but I\u2019ll focus on the relationship between <strong>brands<\/strong> and <strong>social media<\/strong>:<\/p>\n<ul>\n<li>81% of users follow brands on social media<\/li>\n<li>27% of users say brands with a social media profile inspire more trust<\/li>\n<li>8 out of 10 users follow brands on social media<\/li>\n<li>38% comment, share opinions or ask questions about their purchases on social media<\/li>\n<\/ul>\n<p>Influencers are also very much a reality now, followed by 72% of users, with Facebook and Instagram being the networks where influencers are followed most. And most notably: the share of users who follow influencers rises to 92% among young people aged 16 to 23.<\/p>\n<p><img decoding=\"async\" class=\"aligncenter size-full wp-image-15244\" src=\"https:\/\/trilogi.com\/blog\/wp-content\/uploads\/sites\/2\/foto-3-influencia-de-las-redes-sociales-en-la-venta-online-scaled.jpg\" alt=\"social media influence on online sales\" width=\"2560\" height=\"1707\" srcset=\"https:\/\/trilogi.com\/blog\/wp-content\/uploads\/sites\/2\/foto-3-influencia-de-las-redes-sociales-en-la-venta-online-scaled.jpg 2560w, https:\/\/trilogi.com\/blog\/wp-content\/uploads\/sites\/2\/foto-3-influencia-de-las-redes-sociales-en-la-venta-online-300x200.jpg 300w, https:\/\/trilogi.com\/blog\/wp-content\/uploads\/sites\/2\/foto-3-influencia-de-las-redes-sociales-en-la-venta-online-1100x733.jpg 1100w, https:\/\/trilogi.com\/blog\/wp-content\/uploads\/sites\/2\/foto-3-influencia-de-las-redes-sociales-en-la-venta-online-768x512.jpg 768w, https:\/\/trilogi.com\/blog\/wp-content\/uploads\/sites\/2\/foto-3-influencia-de-las-redes-sociales-en-la-venta-online-1536x1024.jpg 1536w, https:\/\/trilogi.com\/blog\/wp-content\/uploads\/sites\/2\/foto-3-influencia-de-las-redes-sociales-en-la-venta-online-2048x1365.jpg 2048w, https:\/\/trilogi.com\/blog\/wp-content\/uploads\/sites\/2\/foto-3-influencia-de-las-redes-sociales-en-la-venta-online-1920x1280.jpg 1920w, https:\/\/trilogi.com\/blog\/wp-content\/uploads\/sites\/2\/foto-3-influencia-de-las-redes-sociales-en-la-venta-online-1170x780.jpg 1170w, https:\/\/trilogi.com\/blog\/wp-content\/uploads\/sites\/2\/foto-3-influencia-de-las-redes-sociales-en-la-venta-online-263x175.jpg 263w\" sizes=\"(max-width: 2560px) 100vw, 2560px\" \/><\/p>\n<h2><strong>The influence of social media on the buying process<\/strong><\/h2>\n<p>Now for one of the topics you\u2019re surely most interested in. If you\u2019re on social media, it\u2019s to sell more \u2014 let\u2019s be honest. So you surely want to know whether your actions really influence users\u2019 buying decisions. The influence of social media on online sales is clear, and here\u2019s the answer in data:<\/p>\n<ul>\n<li>57% of users usually check a social network before buying online<\/li>\n<li>38% comment, ask questions or talk about their purchases on social media<\/li>\n<li>32% respond positively to the ads they\u2019re shown on social media<\/li>\n<\/ul>\n<p class=\"curiosidad\"><strong>50% of users say social media has influenced their buying process at some point.<\/strong><\/p>\n<figure id=\"attachment_10072\" aria-describedby=\"caption-attachment-10072\" style=\"width: 1106px\" class=\"wp-caption alignnone\"><img decoding=\"async\" class=\"wp-image-10072 size-full\" src=\"https:\/\/trilogi.com\/blog\/wp-content\/uploads\/sites\/2\/INFLUENCIA-REDES-SOCIALES-MARCAS.jpg\" alt=\"\" width=\"1106\" height=\"524\" \/><figcaption id=\"caption-attachment-10072\" class=\"wp-caption-text\">IAB Annual Social Media Study 2018 by Elogia.<\/figcaption><\/figure>\n<h2><strong>Who uses social media and how do they behave?<\/strong><\/h2>\n<p>Not everyone in Spain uses social media, but 25.5 million people is a lot, and you\u2019d surely love them to be your customers. Shall we dig into the details to learn a bit more about who uses social media and how they act there?<\/p>\n<p class=\"curiosidad\"><strong>25.5 million people in Spain use social media.<\/strong><\/p>\n<p>According to the study, 51% of users are women and 49% men, while the average user age is 38.4; 74% are employed and 46% have a university degree.<\/p>\n<p>As for time spent on social media each day, the average reaches 58 minutes. Women and young people (aged 16 to 30) spend the most time, at over an hour a day.<\/p>\n<p>Looking at devices, mobile knocks the computer off the top spot and, for the first time, is king when it comes to browsing social media, as Nielsen already anticipated in 2014 in its report <a href=\"http:\/\/www.nielsen.com\/content\/dam\/corporate\/us\/en\/reports-downloads\/2014%20Reports\/the-digital-consumer-report-feb-2014.pdf\">The Digital Consumer.<\/a><\/p>\n<figure id=\"attachment_10106\" aria-describedby=\"caption-attachment-10106\" style=\"width: 872px\" class=\"wp-caption alignnone\"><img decoding=\"async\" class=\"wp-image-10106 size-full\" src=\"https:\/\/trilogi.com\/blog\/wp-content\/uploads\/sites\/2\/INFLUENCIA-REDES-SOCIALES-MARCAS-DISPOSITIVOS.jpg\" alt=\"\" width=\"872\" height=\"512\" \/><figcaption id=\"caption-attachment-10106\" class=\"wp-caption-text\">IAB Annual Social Media Study 2018 by Elogia.<\/figcaption><\/figure>\n<p>Finally, the study answers a question you\u2019ve surely asked yourself a thousand times: what\u2019s the best time to post on social media? Activity starts very early, at 8:30 a.m., and increases throughout the day.<\/p>\n<p class=\"curiosidad\"><strong>The 8:30 p.m. to 12:30 a.m. slot is when social media gets the most visits.<\/strong><\/p>\n<p>The figures are great, but now you\u2019re probably asking: what can I do to sell more? How do I reach these people? What campaigns can I run to increase sales? Don\u2019t worry, <a href=\"https:\/\/trilogi.com\/crear-tienda-web-contacto\/\" target=\"_blank\" rel=\"noopener noreferrer\">at TLG Commerce we can help<\/a>. Shall we talk?<\/p>\n","protected":false},"excerpt":{"rendered":"<p>What influence do social networks have on online sales in 2018? Once again, the well-known and respected IAB Annual Social Media Study, produced by Elogia, has been released. This is the ninth edition. Among other things, the study answers that very question. Very interesting for brands that want to boost their online store through social [&hellip;]<\/p>\n","protected":false},"author":2,"featured_media":13793,"comment_status":"open","ping_status":"","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[2509],"tags":[2239,1765,2383],"class_list":["post-19072","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-etrends","tag-online-sales","tag-social-media","tag-social-media-influence"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v28.7 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>IAB Annual Social Media Study 2018: the influence of social media on online sales | Blog Trilogi \u2013 The Digital Agency<\/title>\n<meta name=\"description\" content=\"What influence do social networks have on online sales in 2018? 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