Social media fails to lure shoppers
|16 Jan 2012 3:43 GMT||Back|
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The vast majority of people say that social networking sites do not affect their purchase decisions, according to a study of US consumers.
Nearly 80% of US consumers said social networks had no influence on their shopping decisions over the Christmas period. And, with 55% saying that they valued advice on products from friends, retailers might be missing a trick.
The annual Baynote Holiday Online Shopping Experience Survey, which polled 1,000 people, also revealed that less than 9% of consumers purchased something from a retailer’s Facebook fan page.
However, mobile shopping is growing in popularity, with more consumers turning to tablet devices to browse and shop for goods online.
Nearly half of tablet owners (49%) used their tablets to make purchases. And, almost 60% expect to use their tablet to research or purchase products in the next year, compared to only 21% of mobile phone users.
Privacy emerged as a concern in the study. More than one out of five people said Facebook did not meet their expectations on privacy. However, consumers were generally satisfied with privacy controls across eCommerce channels this year.
Although social commerce has yet to deliver on its promise in terms of direct sales from a brand’s Facebook page, 20% of people said they made a purchase on an eCommerce website based on a promotion they’d seen on Facebook.
Another interesting trend is that personalised recommendations are driving sales. Consumers found coupons and promotions delivered via email, direct mail and search more useful than those received via emerging channels such as daily deal sites and social networks.
Read the report in full here.