For those who’re wondering how important it is to have a presence on social media, this could be an answer. Recent study done among US Internet users reveals that one out of five people would buy a brand if their friend already followed the company.

Sounds more like peer pressure, but it’s a fact. Consumers are influenced by what brands their friends and family follow on Social Media.

A study from Ipsos OTX and Ipsos Global @dvisor asked internet users worldwide about their presumed action when they saw that a friend “liked” or followed a certain brand on a social network such as Facebook or Twitter. In March 2012, 22% of internet users worldwide said they would buy such a brand. But in the US, that number dropped a bit, to 18% of all US internet users.

This tells us two things. One – The more wider and bigger a brands reach is on Social Media, the bigger its chances are of influencing. Bigger is better.

And two, peer recommendations still work and is probably one of the most decisive factor in decision making among people.

More details of the research here.

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