I’ve been watching for statistics on the effect social media has on product trials, here are the survey results recently published at MarketingCharts.com
Retailers’ social media activities influence a significant proportion of fans to try new products and make unplanned purchases according to a September 2012 report from Ryan Partnership. Some 36% of US consumers surveyed who follow a retailer on social media said that the retailer’s updates had led them to try a new product they had not bought before. Similarly, 32% of those who follow a brand on social media reported having been motivated to try a new product. Of note, social media activity may also have an influence beyond just direct fans and followers: a June report from Ipsos found that 18% of US consumers – including 23% under 35 – have bought a brand because their friends like or follow the brand on a social network.
To make a long story short, this should encourage everyone to continue to experiment with social media, it’s worth the effort.