Purchasing Decisions Not Made Through Social Networks

While the majority (83%) of Internet users are actively involved in social media, less than 5 percent use social sites for research about making purchases, according to a new report from Knowledge Networks.

Additionally, only 16 percent of social media users say they are more likely to buy from companies that advertise on social sites.

Participation in social media is widespread among those 13 to 54; but when Knowledge Networks asked user if they regularly turn to these sites when trying to make a purchase decision, the highest percentage among nine categories were 4 percent, for travel and financial services.

Almost two thirds (63%) of social media users agree that ads are a fair tradeoff for the free use of social sites. "Staying connected" to friends and family and meeting new people is what is "most liked" (54%) about participating in social media.