ComScore says its survey found 28 percent of holiday shoppers have been influenced social media in their buying decisions, reports Bloomberg.
In the survey, 7 percent of respondents said they followed a company's fan page on Facebook, while 5 percent turned to Twitter. Impulse shopping on smartphones is emerging this year, too, as IT Business Edge's Mike Vizard has written.
The story says reviews by other consumers carry the most weight with buyers. (Though those, in the past, have been found to be faked at times.)
A Reuters story on ComScore data says online holiday spending is up 3 percent over last year. It counted 36 days of "holiday shopping" -- apparently from the beginning of November (sheesh!) -- for a total of $16 billion.