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Canadian consumers not sold on social media


September 3, 2013
By Canadian Garden Centre & Nursery

Sept. 3, 2013, Toronto — Canadian online consumers are among the least likely in the world to make a purchasing decision based mostly on social media, according to a new poll.

The survey of online consumers in 24 countries found that 35 per cent of all respondents made a purchase mostly based on an ad they saw on a social media site, and 31 per cent purchased a product based mostly on a social media post.

Canadian online consumers were much less likely than their global counterparts to do either. Just 13 per cent of Canadians surveyed reported purchasing a product based mostly on an ad on a social media site, and 10 per cent indicated that a social media post was the most influential factor in their purchase.

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Only Great Britain's online shoppers were less likely than Canadians to make a purchase based mostly on a social media ad or post (nine per cent each).

Demographically speaking, those under the age of 35 are most likely to have purchased a product or service based mostly on an ad (40 per cent) or post (36 per cent) on a social media site. Women (36 per cent and 32 per cent, respectively) are slightly more likely than men (33 per cent and 29 per cent, respectively) to make social media driven purchasing decisions.

Ipsos Open Thinking Exchange polled a total of 18,150 adults around the world between April 2 and 16.


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