As we continue to look for ways to bridge the gap between Facebook likes and consumer spending, it’s important to see how much social media is affecting potential customers.

A new infographic by CouponCabin and Column Five Media takes a look at just how much influence social media has on consumers, and what types of companies people are more likely to be loyal to.

It’s surprising that only 18% of US social media users buy from a brand after they see a friend has liked or commented on the company especially as Facebook’s entire sponsored stories advertising unit is based on this behavior. But as people under 35 are more likely to buy based on a like, this number should only increase.