B2B Magazine UK survey on how business purchase decisions are now made

B2B Marketing mag, BaseOne, Buyersphere Report 2015,, Influencer Marketing, Influencer50, The Buyerside Journey.comAn 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