People are interacting more on social media, but only 12% of consumers made a purchase through social media last year and only 18% bought something based on a referral from a social media source, a PricewaterhouseCoopers report says. "Our survey data shows that social media will, for the near future, remain a backwater sales channel, if you can call it a sales channel at all," said the report, which was based on a survey of 11,000 consumers in 11 countries.
Social media is still a small part of retail, study says
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