New data from Social media management software provider Sprout Social highlights that 71% of social media users will choose to buy from a competitor, if a brand doesn’t respond to customer service questions.
Sprout Social’s 2025 Index was conducted online by Glimpse on behalf of the company. It surveyed 1,011 UK consumers who followed at least five brands on social media.
The data, which is from the 2025 Sprout Social Index, has showcased that social media will play a larger role in commerce in the future. It also showed that 35% of social users make spontaneous purchases based on social content a few times a year.
Furthermore, 33.5% reported that they made spontaneous purchases every month.
However, the firm has said 49% of social media practitioners believe their executive teams do not understand the business impact of social media.
Subscribe to Marketing Beat for free
Sign up here to get the latest agency-related news sent straight to your inbox each morning
To combat this Sprout Social believes companies need greater education, representation, and resources available to understand the role social media can play in their business.
The data shows that 94% of consumers believe brands need to play a larger role in combating misinformation.
Sprout Social CMO, Scott Morris said: “This year’s Index reveals the continued shift in how consumers expect to interact with brands. A brand’s social presence is no longer about just broadcasting a message; it’s about building genuine, two-way relationships that live far longer than the immediate buying journey. The rising demand for real-time customer care and meaningful dialogue has made social media the frontline for brand engagement.
“Companies that embrace this shift and prioritise authentic, responsive interactions will be the ones that successfully convert social connections into commercial value in the year ahead.”
According to Sprout Social 95% of UK social media users believe its important that brands keep up to date with the current online culture and over a quarter believe that brands have 24 to 48 hours to jump on trends to stay relevant.
