Social Media Influences Buying Decisions

On the heels of my recent post, “Is Social Media Recession Proof,” Forrester released new details associated with its latest research survey that links business buyers and their process of researching solutions to Social Media.

Forrester interviewed business buyers to learn about their social activity, in this case, more than 1,200 technology buyers in the U.S., Canada, France, Germany and the U.K. with 100 employees or more in seven major industries.

According to the responses, Social Media isn’t only limited to consumers or B2C. In the real of business-to-business research, analysis, and decisions, data points to peer-to-peer influence and collaboration in Social Networks and blogs…

69% are “Spectators”—they read blogs, watch user-generated videos and participate in other social media for business purposes

37% are “Critics”—they contribute comments or react to content they see in social formats. This is the next most common behavior after reading and watching

29% are “Collectors”—they use social technology to collect information and stay on top of trends

29% join social networks (“Joiners”)

Only 5% are nonparticipants (“Inactives”)

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ABOUT ME

Brian Solis is a digital analyst, anthropologist, and also a futurist. In his work at Altimeter Group, Solis studies the effects of disruptive technology on business and society. He is an avid keynote speaker and award-winning author who is globally recognized as one of the most prominent thought leaders in digital transformation.

His most recent book, What's the Future of Business: Changing the Way Businesses Create Experiences (WTF), explores the landscape of connected consumerism and how business and customer relationships unfold in four distinct moments of truth. His previous book, The End of Business as Usual, explores the emergence of Generation-C, a new generation of customers and employees and how businesses must adapt to reach them. In 2009, Solis released Engage, which is regarded as the industry reference guide for businesses to market, sell and service in the social web.

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