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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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. More so, he humanizes technology’s causal effect to help people see people differently and understand what to do about it. He is an award-winning author and avid keynote speaker who is globally recognized as one of the most prominent thought leaders in digital transformation and innovation.

Brian has authored several best-selling books including What’s the Future of Business (WTF), Engage! and The End of Business as Usual. His blog,, is ranked as a leading resource for insights into the future of business, new technology and marketing.

Contact Brian



  • Brian Solis, Future of Business Forum, Oslo
  • Brian Solis, Future of Business Forum, Oslo
  • Brian Solis, Future of Business Forum, Oslo
  • Brian Solis, Future of Business Forum, Oslo