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.

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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

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