Social media use by retailers soars
Dayton Business Journal - by Ginger Christ, DBJ Staff Reporter
Date: Saturday, May 28, 2011, 9:58am EDTShoppers are willing to interact with retailers on a number of different social networks in order to find information on deals, products and contests, according to the 2011 Social Commerce Study, which polled nearly 1,800 adult online shoppers in April.
According to the survey, 42 percent of online shoppers follow a retail via a social network site, with the average shopper following six retailers. Fifty-eight percent follow companies to find deals, 49 percent want information on products and 39 percent seek information on contests and events.
Of those surveyed, 56 percent of the Facebook users and 67 percent of the Twitter users visited a retailer’s Web site as a result of a post or Tweet. Shoppers also said they would be willing to purchase a retailer’s product directly from Facebook (35 percent) or Twitter (32 percent).
Not only are shoppers using social media sites to interact with retailers, they’re accessing those networks via their smartphones and mobile tablets, such as Apple Inc.’s iPhone and iPad and Google Inc.’s Android devices.
Forty-two percent of Twitter users and 34 percent of Facebook users visit the site at least once per day using their smartphone, according to the survey.
“Instead of waiting to get back on their desktop computer to watch videos or interact online, Americans are easily accessing social networks when they have even a few moments of down time, whether they’re scanning Facebook news feeds while picking up their kids from school or tweeting about their shopping experience while browsing the mall,” said Fiona Swerdlow, Head of Research at Shop.org. “The popularity of mobile devices will only boost the power of social commerce, which presents an incredible opportunity for retailers.”
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