Dive Summary:

• While nearly half of all estimated shoppers are using social media outlets every day, a new study by PwC shows that less than 20% of those shoppers are shopping through social media outlets.
• Of the 11,000 shoppers surveyed, consumers mainly used social media to give and get feedback on products and retailers.
• PwC claims it is not realistic for retailers to expect a social media takeover and that the in-store experience "remains the centerpiece of the purchase journey.'

From the article:

"...Overall, the study found, digital technology has changed the ways companies and consumers interact, but social media are not replacing the in-store experience..."