KONKmarketing | Research Study 2025 | Metro de Medellín Survey November 2025
Social Media's Impact on Physical Store Visits
A comprehensive study of 49,735 commuters revealing the powerful correlation between social media exposure and real-world purchasing behavior.
Key discovery
Social media users are 53% more likely to visit physical stores
Frequent social media users (daily/very frequently) show a 75.8% store visit rate compared to just 49.4% for non-users — demonstrating a clear pathway from digital engagement to physical conversion.
62% Visited a store because of social media.
30,902 out of 49,733 respondents.
Social Media Usage Frequency
How often users search for products on social media
Active Users
Preferred Shopping Channels
Where consumers make their purchases
Digital First
Social Media Influence Rating
Scale of 1 (low) to 5 (high) influence on store visits
The Correlation:
More Social Media = More Store Visits
Very Frequently
Frequently
Sometimes
Rarely
Never
What People Buy Through Digital Channels
Categories of products purchased online
Mobile Dominance
61.3% of all purchases are made through mobile phones, confirming the critical importance of mobile-optimized social media strategies.
Food Leads Digital
Food is the #1 category for digital purchases with 15,224 responses, followed by clothing (8,513) and transportation services (3,813).
High Influence Converts
Those who visited stores rate social media influence at 3.68/5, compared to 3.22/5 for nonvisitors—a 14% higher perception of influence.
Age Distribution: Survey respondent demographics
Gender Distribution: Survey respondent demographics
KONK Marketing
Study conducted in Metro de Medellín • November 2025 • n=49,735 • konkmarketing.com