Report: Social networks are changing consumer behavior

19 February 2013

Roland Berger Strategy Consultants

When making consumer decisions, Germans place just as much weight on information from social media as on information from the TV; they accord less importance to information from the radio. On average, just under 8% of Germans' purchases are influenced by social networks.

View Commission Resource

Conclusion of the German Social Media Consumer Report 2012/2013, a study by the University of Münster and Roland Berger Strategy Consultants.