The influence of the experiences of other people with a brand greatly influence consumers, so much so that sometimes the purchase of a product is due exclusively to the positive experience with that company from a friend of the user or a family member. In addition, it seems that the citizens of some countries allow themselves to be influenced more than others.

According to a recent report developed by Ipsos, 18% of US consumers have purchased a certain product because their friends like that brand or follow it on social networks. This behavior also seems to stand out in countries like China, where this phenomenon is detected in 54% of the cases, India (44%), or Turkey and Indonesia (39%).

In general, 22% of consumers in the twenty-four countries analyzed claim to have acquired a product because a friend followed the brand on social networks. The age group under 35 was much more predisposed to those between the ages of 50 and 64, with a notable difference of 27% to 13%.

Another related report made last June by comScore also showed comparing a series of data and studies, the influence of both Facebook on the behavior of the buyer and friends and fans when influencing purchase decisions.

The merchants, on the other hand, are not so clear about the importance of this influence. According to data offered by AdAge, two thirds of merchants and sellers claim that Facebook is “a little” useful when it comes to selling products while a third does not know what to think and 13.4% does not find Facebook useful absolutely.

On the other hand, the data analyzed by AdAge also shows how seven out of ten companies expect to increase their budgets in social networks next year while 25.3% intends to stay the same and 1.9% will lower spending. Of course, 56.4% will increase the spending of their budgets on Facebook.