An interesting survey was published earlier this week with recent data on how business purchase decisions are being made. These were all for UK B2B purchases exceeding £20k (approx.$32k). And the standout finding for me – reaffirmation that social media is not being used by buyers to guide their purchase decisions to anywhere near the degree vendors would have you believe. 50% of all purchasing decision-makers didn’t use social media at all to shape their buying decisions.
It gets worse for Twitter. Just 5% of the >200 respondents said they referred to Twitter for help in their decision-making process. This was the second-lowest score, just edging out the 4% who used Pinterest.
Top of the social platforms was not surprisingly LinkedIn (18%) and Google+ (16%). Online community sites came in at 10%.
So why are vendors (and their agencies) continuing to invest so much in their Twitter outreach? It’s certainly not based on a knowledge of their customers.
The survey is well worth reading. Hat-tip to the UK’s B2B Marketing and BaseOne. http://www.b2bmarketing.net/resources/buyersphere-report-2015