On average, nearly one-half (47%) of social media users say they've taken some type of action offline (e.g., attending an event, meeting someone in person, making a purchase) after interacting with a social networking site, according to a survey from ACTIVE Network.
Across the five social networks studied—Facebook, LinkedIn, Twitter, Google+, and Pinterest—Facebook drives the most offline actions overall: 87% of Facebook users have taken some type of action offline as a result of an interaction via the site.
Pinterest (70%) ranks second in generating offline actions, followed by LinkedIn (60%), Twitter (56%), and Google+ (37%).
Below, additional findings the study titled "Beyond the Click," from ACTIVE Network.
Facebook, LinkedIn Drive Personal Connections, In-Person Meetings
Interactions via Facebook and LinkedIn tend to drive in-person meetings and direct contacts:
- 70% of Facebook users have been prompted to contact someone directly as a result of interactions via the site, and 56% of LinkedIn users have done the same as a result of interacting with that site.
- 40% of Facebook users have been prompted to meet someone in person as a result of interactions via the site, and 25% of LinkedIn users have done the same as a result of interacting with that site.
Facebook, Twitter Drive Event Attendance
Facebook and Twitter tend to drive event attendance and participation in various activities:
- 58% of Facebook users have been prompted to attend an event as a result of interactions via the site, and 31% of Twitter users have done the same as a result of interacting with that site.
- 44% of Facebook users have been prompted to participate in an activity (e.g., sporting event or class) as a result of interactions via the site, and 25% of Twitter users have done the same as a result of interacting with that site.
Pinterest, Facebook Driving Purchases
Pinterest and Facebook tend to drive purchasing activity: 23% of Facebook users have made a purchase as a result of interacting via the site, and 21% of Pinterest users have done so as a result of interacting with the site.
Mobile apps also drive offline actions: 44% of smartphone users report using a mobile app to help them achieve a personal goal, such as improving their health, fitness, knowledge, education, or appearance.
Other key findings:
- Facebook is the platform most likely to prompt users to donate to a cause: 29% of Facebook users have given money to a cause as a result of interacting via the site. (Twitter ranks second in prompting users to donate to a cause, at 11%.)
- LinkedIn is the platform most likely platform to prompt a job change: 7% of LinkedIn users have changed their job as a result of interactions via the site.
- Pinterest sparks creativity: 63% of Pinterest users have been prompted to create something new as a result of interacting via the site.
- Facebook and Pinterest tend to drive life changes: 3% of Pinterest users and 3% of Facebook users have made a life change as a result of interactions via those sites.
About the data: Findings are based on a survey of 500 online consumers collected via Survey.com among The Active Lifestyle Panel in the third quarter of 2012. The Active Lifestyle Panel is ACTIVE Network's proprietary consumer panel of over 55,000 registered Active.com users.
