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Social networks fail to dictate Christmas shopping behaviour

imageOnly nine per cent of the 1,000 people polled in the Baynote study purchased something via a retailer’s page on Facebook. While 59 per cent of Americans bought a gift directly from a retailers’ website.

Moreover, a large majority, 80 per cent, of shoppers said personal connections or recommendations on social networks had no influence on their Christmas shopping decisions.

Interestingly mobile devices were not as popular as tablets when shopping online – with people preferring their larger mobile connected device to shop with.

But nothing could beat shopping for goods in the flesh, as 93 per cent of all shoppers researched a product online and then purchased the item in a shop.

The study shows that social networks have a fair way to go before they really influence the world of commerce and shopping.

Most major retailers now have a Facebook page, Twitter account and latterly a Google+ page. But it is still early days for businesses on these services, as they figure out how best to use them and much time should be dedicated to the output on each one.

Google+ is the latest social network to be founded and it opened up to businesses pretty quickly after its consumer launch.

Social media managers at retailers are becoming more common as these platforms are tipped to become the marketing destinations of the future.

Filed in: Technology News

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