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Study examines opinions on social commerce


May 31, 2011
By Amanda Ryder


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socialcommerceNEWS HIGHLIGHT


Study examines opinions on social commerce

Shoppers are willing to interact with retailers through a variety of
social networks and retailers have limitless opportunities to capitalize
on the momentum, according to the 2011 Social Commerce Study.

May 27, 2011 – Shoppers are willing to interact with retailers through a
variety of social networks and retailers have limitless opportunities
to capitalize on the momentum, according to the 2011 Social Commerce
Study, a joint research project by Shop.org, comScore and Social
Shopping Labs. The report, which evaluates shopping directly influenced
by social media, polled 1,787 adult online shoppers in April 2011.

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The survey found that:

  • 42 per cent of online consumers have “followed” a retailer
    proactively through Facebook, Twitter or a retailer’s blog, and the
    average person follows about six retailers.
  • The majority of respondents (58%) said they follow companies to
    find deals, while nearly half (49%) say they want to keep up to date on
    products. More than one-third also follow retailers for information on
    contests and events (39%).
  • More than half of Facebook users (56%) say they have clicked
    through to a retailer’s website because of a Facebook post, while over
    two-thirds of Twitter users (67%) say a post has spurred them to click
    through to a website.
  • One-third of shoppers say they would be likely to make a purchase directly from Facebook (35%) or Twitter (32%).
  • 42 per cent of Twitter users access the site on their mobile phone
    at least once a day, while the same is true for 34 per cent of Facebook
    users. In addition, about one-third (32%) of people view YouTube clips
    daily from their smartphones.
  • Nearly half of consumers (47%) have accessed customer reviews in
    store using their mobile device with men (55%) more likely to access
    these reviews in store than women (39%).
  • Eight in 10 (82%) online consumers are aware of group-buying sites,
    though only 19 per cent of survey respondents have actually made a
    purchase through one of the sites. Those who do leverage group-buying
    sites appear to be enthusiasts, as the majority of consumers (57%) have
    spent over $100 through these sites to date.
  • The majority of shoppers say they have purchased non-traditional
    retail items like food and drinks (18%), entertainment (16%), and
    personal care items (12%) through these sites.

The report also evaluated awareness and usage of location-based
applications like Foursquare, Yelp and Gowalla. On the basis of sheer
awareness among consumers, these platforms are still in the early growth
stage among consumers: Foursquare has the highest awareness (16%),
followed by Yelp (10%) and Gowalla (6%).