{
  "schema_version": "1.1",
  "id": "social-media-customers-spend-20-40-percent-more-bain",
  "slug": "social-media-customers-spend-20-40-percent-more-bain",
  "url": "https://groundedkit.com/claims/social-media-customers-spend-20-40-percent-more-bain/",
  "api_url": "https://groundedkit.com/api/claims/social-media-customers-spend-20-40-percent-more-bain.json",
  "claim": "Customers who engage with companies on social media spend 20% to 40% more with them",
  "commonly_cited_as": "\"Social customers spend 20–40% more\"",
  "verdict": "outdated",
  "verdict_definition": "Source found and quoted correctly, but old enough that the market has changed.",
  "confidence": "medium",
  "rating": {
    "value": 3,
    "best": 5,
    "worst": 1
  },
  "origin": {
    "publisher": "Bain & Company",
    "title": "Putting Social Media to Work (Sept. 2011)",
    "year": "2011"
  },
  "quote": "Our recent survey of more than 3,000 consumers helped to identify what makes social media effective. We found that customers who engage with companies over social media spend 20% to 40% more money with those companies th",
  "method": "Bain survey of 3,000+ consumers in 2011; correlation, not a test of whether social engagement causes higher spending.",
  "drift": [
    "Age: 2011 data from the early social era",
    "Causality: heavy spenders are more likely to follow brands, not necessarily the reverse"
  ],
  "interest": "Bain sells consulting services.",
  "safe_rephrasing": "A 2011 Bain survey of 3,000+ consumers found that people who engaged with companies on social media spent 20–40% more with them; it is old, correlational data.",
  "sources": [
    {
      "title": "Bain — Putting Social Media to Work (2011)",
      "url": "https://www.bain.com/insights/putting-social-media-to-work/",
      "primary": true
    }
  ],
  "kind": "stat_check",
  "as_of": "Survey of 3,000+ consumers, 2011",
  "last_checked": "2026-10-16",
  "stale": false,
  "date_reviewed": "2026-10-16",
  "license": "CC BY 4.0",
  "license_url": "https://creativecommons.org/licenses/by/4.0/"
}