ICON has carried out a comprehensive research report about consumers’ use of Social Media in Malta (2016), and its key findings have been summarised in this infographic. The study investigates how Social Media is being used locally and how it influences consumer behaviour. Download the full report here: https://www.icon.com.mt/publications/social-media-report-malta/

1. Consumers’ Use of
Social Media in Malta
The following insights are extracted from a report published
by ICON. The findings are based on a probability sample of
790 consumers in Malta during 2016.
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of consumers are inclined
to purchase in-store when
offers are available on mobile
47%
1
99% make regular use of at least
one social media network
2
Facebook (89%) & YouTube (63%)
are the most popular
3
Other popular networks include
LinkedIn (41%) and TripAdvisor (37%)
The Most Popular Social Networks
Popular activities on Social Media
of Instagram users
are under 21
Booking services Keeping up to date
with brands
Requesting customer
support
67%4
Only 9%
refer solely to
social media
pages when
researching a
company.
Social Media Cannot Substitute a Website
At what stage do consumers refer to social media?
81% refer to social networks at least once when making a purchase.
Social Media’s Role in the Purchasing Process
Never take part in competitions on social media
Social media has become the ‘go
to’ channel for product information
- a retail information source.
>
56%
of consumers are more likely to
purchase products or services from
brands they follow on social media
because they have access to more
information.
45%
I never refer to
social media
After buying the product
(e.g. Customer Support)
When evaluating
alternative products
When buying the
selected product
When gathering information
on different products