34% of American and Canadian consumers say they would never purchase products via a retailer's Facebook page , compared to 19% who said they would (9%) or already have (10%) done so, according to an Oracle study released in December 2011.

Data from "Cross-Channel Commerce 2011: The Consumer View" indicates that 15% of respondents did not know that they could purchase a product via a retailer's Facebook page. The remaining 32% of respondents do not use the social network.

23% of respondents say they have liked a merchant on Facebook, with women (30%) more ready to do so than men (17%). Roughly one-quarter say they look for coupons and special promotions on the social network.

23% of respondents reported using Twitter, although less than half say they interact with a merchant on the site. For consumers that use Twitter, 44% of those aged 25-34 say they interact with friends about products they plan to buy, followed by 30% of users aged 35-44. According to data collected by Compete in April and May 2011, a combined two-thirds of Twitter users say retailer feeds on the social network have influenced their decision to purchase products or buy from certain retailers. 

Oracle's online study polled 2,169 US and Canada consumers aged 18 years or older.