Statistics as a special scientific discipline deals with the data collection, data analysis and interpretation of the obtained results. Statistics is applied in all branches of science and practice, and in this paper statistical methods have been applied in the field of market research. The aim of this paper was multiple: to examine the frequency and popularity of social networks among the student population, their interest and willingness to pay for a particular type of product, factors important in attracting potential consumers through ads on social networks and important factors for making a purchase. The most important factors when buying online are the content and quality of products, creatively displayed product and text part of the photo on social networks, while the least important factors are marketing ads, recommendations of others and publications from private life of small businesses. The results of this work can be useful to small businesses and entrepreneurs who manage their own marketing activities on social networks, and whose target group includes the student population.