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The Virtuous Circle - The Role of Search and Social Media in the Purchase Pathway

GroupM Search, February 2011. "... In the research from 2009, we found that social media users were 1.7 times more likely to use search for consideration. This new research steps beyond understanding that correlation and shows there is an on-going cycle of engagement created within the search and social channels. Forty percent of respondents say search leads to increased usage of social media, while 46% of those surveyed say social media leads them to conduct more searches. And what stimulates the highest likelihood to move from one channel to the other? More than one quarter of all respondents say the stimulus for alternating channels is the ability to gather additional, salient information..."

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