Study: How millennials interact with brands on social media

Pinterest drives more purchases than Facebook and Twitter, but most millennials follow brands on Facebook rather than other social networks. Read on for more findings.

Facebook is the most popular platform among millennials for interacting with companies or brands online, followed by Twitter and Pinterest, recent research from The Center for Marketing Research at the University of Massachusetts, Dartmouth says.

The study was based on data from a survey of 576 millennials (those born between 1980 and 2000) who were asked about their interactions with brands on Facebook, Twitter and Pinterest.

A majority of respondents (62 percent) say they like at least one brand on Facebook. Compare that with 23 percent who follow a brand on Twitter and 11 percent who have pinned a brand on Pinterest.

Additional findings from the report are below:

Why millennials interact with brands

Across all platforms, the top reason millennials like, follow or pin is to support a brand. The next most commonly cited reason is to receive regular updates from brands. Third is the desire to get coupons or discounts. Respondents said companies offering coupons or discounts in exchange for a like, follow or pin would be most likely to see an increase in sales.

Pinterest drives purchasing

Forty-seven percent of millennials with Pinterest accounts say they’ve purchased something online after pinning it.

In contrast, only 38 percent of Facebook users and 33 percent of Twitter users say they’ve purchased something from a brand after liking or following it online.

Multi-channel shopping

Seventy-seven percent of Facebook users, 66 percent of Twitter users, and 63 percent of Pinterest users are multi-channel shoppers (after viewing something on a social network, they’ve made purchases both online and in stores).

Pinterest users are the most likely to purchase exclusively online.

About the research: Nora Ganim Barnes and Ava M. Lescault of The Center for Marketing Research at the University of Massachusetts, Dartmouth conducted the study. It was based on data from a survey of 576 U.S. respondents born between 1980 and 2000 (49 percent male and 51 percent female).

A version of this article originally appeared on MarketingProfs.

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