Murray Warnoff, director of Research at Ad Taxi, says, social media platforms are now the key for digital marketers looking to reach a variety of demographics regardless of gender, age, or income level. The frequency w/ which they participate and the time they spend doing so is increasing, and that helps influence the sale of products and services. People engaging on these platforms are now directly driving sales as 68% of adult consumers say they've purchased something directly through a social media platform.