The first Young Adult Power (YAP) Media Index survey has confirmed the popularity of social media amongst young people, but has revealed figures which cast doubt on its ability to generate sales for brands.

The survey, consisting of 500 young people in the UK, showed that a massive 98% of 18-24 year olds questioned use Facebook, with 96% of those visiting more than once a day, and 66% of them logging onto the site at least five times a day. However, the figures drop considerably when applied to making purchases online; only 11% of users say that they would visit a manufacturer’s Facebook page when looking to make a ‘major’ purchase. A majority said they preferred to visit the manufacturer’s website itself (57%) or rely on online reviews (69%) or friend’s recommendations (47%) to get the information they required.

See full story on thedrum.co.uk

See all posts on Marketing Indicators