Humans are innately social creatures. Even when online, people interact with friends, family, and the employees of their favorite brands. While social media keeps consumers connected, it also keeps them informed. Customers increasingly share every little detail of their daily lives—from what they just read, to the trip they just booked, to the shoes they just bought.

In its recent study, "Social Impact: How Customers See It," Sociable Labs explored the impact and influence such social sharing habits have on the consumer purchase cycle of 1,088 online shoppers. While 56 percent of respondents have clicked on "like" buttons linked to products, only 38 percent have actually shared comments with friends on social networks about the various products they've purchased. But with 25 percent of all online purchases stemming from social sharing, these growing habits are something worth noting.