Almost all of Malta's internet users access social media on a daily basis and 56 per cent are more likely to purchase from brands they follow on social media, a study has found. 

In Malta alone, the number of internet users has more than doubled over the last 10 years, with 73 per cent of the population connecting online in 2015.

Millennials spend the most time on social media, averaging two to four hours every day. Results show a pattern in use; the younger the user, the more time spent on social media.

The study, carried out by ICON, in collaboration with the University of Malta, gives a snapshot on the way social media influences consumer behaviour and purchase decisions in Malta. 

Facebook (89 per cent) and YouTube (63 per cent) are the most frequently used social media networks in Malta.

Mobile devices seem to be the preferred choice when accessing social media pages.

Although social networks are not always direct e-commerce platforms, they play a key role in reaching and influencing prospective customers.

With one in every four minutes spent on the internet being used for social networking, social media is an essential platform for brands to interact with new and existing consumers, the study says.

Digital technology has had such an impact on mainstream retail that Gartner Research predicts that by the year 2020, customers will manage 85 per cent of their relationship with a company without ever interacting with a human. 

Dr Gege Gatt, director of ICON, stated: "This research reveals that 67 per cent of online users regularly refer to social media to gather information about products or services before making a purchase."

Local organisations need to be nimble in embracing digital disruptions and social is just one of the many waves of changes we are witnessing, he said.

Dr Gorg Mallia, Head of Media and Communications at the University of Malta, said: "Our brief is to give our students not just the tools they need to learn and think, but also the skills that are necessary to work with on a practical and productive level.”