The company reported that while 47 percent of the "full U.S. population" uses social media on a weekly basis, less than 5 percent say they turn to social media sites for guidance on purchase decisions.
Of course people turn to social media for social purposes. The question is, "What happens when they get there?"
Over 100 years of survey research have well documented that people turn to their friends first for the most credible information about what they should buy. This underscores the importance of interpersonal communication, including social media.
So, the important finding of the study is the 47 percent figure for weekly use of social media. The company also reported that 34 percent said they used these media more often then they did a year ago, while 18 percent said they used them less.
The bottom line really is not changed by this study. Organizations that do not productively embrace social media will fall behind competitors that do.
My earlier post today shows one way McDonald's is doing it.