Brands and Retailers or Celebrities: Who Leads with Followers on Social Media?



Wendy Liebmann, CEO of WSL/Strategic Retail unveils key findings of the agency’s new trends report.



By Wendy Liebmann



According to our new study, brands and retailers have the most followed or “Liked” pages on social media. Nearly two-thirds (61%) of users who “Fan” social media pages, are choosing to follow brands and retailers—beating out celebrities and TV shows which are followed by just over half of users.

The finding was unveiled as part of WSL/Strategic Retail’s Buzz to Buy 3.0 trend report, our third annual survey measuring how the power of social media and online information are impacting buying decisions.

We may think everyone is following the Kardashians on Facebook, but in fact, Walmart is the greater social media ‘celebrity’ with more than double the number of followers as the Kardashian family’s most popular member, Kim. That said, awareness doesn’t necessarily translate into sales— yet. Today only 26% of all users go to their social networks for information about something they want to buy. However, that number jumps to 40% among millennial shoppers, a strong indication that social media’s influence on buying decisions will continue to grow.

“The new shopping mantra is ‘information is power,’” explains Candace Corlett, president of WSL/Strategic Retail. “People are leveraging the abundance of technology to learn everything they want to know about products anywhere they want – be it a quick price comparison on their iPad while at the mall or in-store, or visiting Pinterest for decorating tips. The art and science of digital marketing has become essential for engaging consumers and targeting the right message to the right shopper at the right time.”

Additional findings of the report include:

  • Not so social. While the amount of time Americans spend online continues to increase (up 3 hours per week over 2011), social media usage has declined for the first time—down 10% in 2012 versus the previous year. Generation X, Boomers and Seniors are leading the change while usage by Millennials remains consistent.


  • Watch Millennials to see the future of shopping. Millennials showed the highest increase of time spent online – a full 25 hours per week (up 5 hours per week over 2011). In addition to relying heavily on their social networks for information about products they want to buy (40%), they are also the leaders in utilizing mobile phones to help them shop (63%) —resulting in a 15 point margin over Gen X shoppers.


  • Shopping gets mobile. With the rise of portable devices, shoppers are using their smartphones (42%) and tablets/e-readers (16%) to access product information and engage their friends in buying decisions while shopping in-store. In fact, mobile phones and tablets each accounted for 10% of online purchases made in the past three months. Shopping apps further increase mobile shopping activity, now ranking #4 among the most downloaded apps (following games, social media and music).


Notes on Survey Methodology and Analysis

The Buzz to Buy 3.0 study was conducted October 4-12, 2012. The survey included 1,796 shoppers recruited from an online panel of shoppers ages 16 and over. All participants are active Internet users, having performed at least one online shopping or social networking activity within the past month.


About the author: Wendy Liebmann is CEO of WSL/Strategic Retail, the leading authority on shopper behavior and retail trends. The company tracks the mindset, attitude and behavior that shape shopper trends, and predicts how they transform brands and retailers throughout the U.S. and globally More info: www.wslstrategicretail.com