ExactTarget: Twitter Most Likely to Convince Customers to Buy

Apr 03, 2012

According to new research from ExactTarget, as reported upon by The Huffington Post, "Email is still the most common way people receive digital messages from companies, but messaging through Twitter and Facebook is more likely to cause people to press the 'buy' button. ..."

ExactTarget, a digital marketing firm, surveyed British consumers, of which 95% said they engaged with brands online in 2011. Ninety-three percent of those consumers have subscribed to at least one company's emails; 45% have liked a brand on Facebook and 7% have followed a business on Twitter.

Nearly one-third (32%) of respondents said that after following a company on Twitter, they felt much more inclined to buy something from that company; 24% said the same of liking a brand on Facebook. Only 21% of survey participants said their email subscriptions incline them to make a purchase.