A report from Leo Burnett/Arc Worldwide found Americans are spending more time researching purchases on search engines.

A report from Leo Burnett/Arc Worldwide suggests that 42 percent of Americans are turning to Facebook, Twitter and Pinterest to conduct a portion of their shopping activity. According to the study, 95 million Americans who access different social networks every day do so to find information, reviews and deals related to the products they hope to buy.

In the past year, Leo Burnett/Arc Worldwide found that 73 percent of those accessing social media marketing campaigns have increased their use of the content. As more companies have started using different platforms to expand their visibility on the web, consumers have kept an eye out for innovative and engaging campaigns.

Facebook has seen some of the strongest growth in terms of social marketing content interaction, with 42 percent of shoppers saying the use the site more than they did one year ago. Others have opted for sites with user-generated content and product forums, with 46 percent saying they’ve increased their use of these in the last 12 months.

Social’s growth also means that businesses must continue to improve their campaigns. Content marketing is an ideal way to improve engagement by creating informative articles, blog posts and other forms of content that help guide prospects to conversion. Sharing the content on social will add depth to campaigns and keep fans and followers engaged.

In general, the web’s value for online and offline purchases has grown consistently as the internet becomes more pervasive. Brafton has reported in the past that organic search marketing is among the most valuable channels for businesses to pursue, with about 90 percent of consumers saying they use search engines to research purchases.

Joe Meloni is Brafton's former Executive News and Content Writer. He studied journalism at the University of Massachusetts, Amherst, and has written for a number of print and web-based publications.