The majority of internet users in China would buy a brand because a friend “liked” or followed that brand on a social network, according to March research by Ipsos.
The report shows that social networks in emerging Asia-Pacific markets are more influential for consumers making brand decisions. Only 18% of internet users in the U.S. say they will buy a brand that a friend “likes” or follows on a social network; but 54% of Chinese internet users will do so, 44% in India, and 39% in Indonesia (via eMarketer).
The numbers for more developed countries in the Asia-Pacific region were similar to those in the U.S.: 15% of internet users in Australia would buy a brand that a friend “liked” or followed on social media, 14% in South Korea, and just 6% in Japan.
By region, Asia-Pacific’s likelihood to buy a brand based on social network recommendations is significantly higher than North America, at 28% vs. 15%, respectively.
Worldwide, 22% of people say they bought a brand because a friend follows or “likes” the brand on a social network.