Survey Finds Shoppers Using Retailer Social Networks

       

       

WASHINGTON-A significant number of consumers are following retailers actively on Facebook, Twitter and/or the store’s blog, according to a joint survey by the National Retail Federation’s Shop.org and Social Shopping Labs.

Titled the 2011 Social Commerce Study, the report said 42 percent of online shoppers have followed a retailer through a social-networking site or blog, and the average consumer follows about six retailers. Fifty-eight percent of the respondents said they follow retailers to find deals, and 49 percent said they do so to keep up to date on products. Thirty-nine percent of the participants follow retailers to learn about contests and events.

Also, 56 percent of Facebook users said they have clicked through to a retailer’s website because of a post on Facebook, and 67 percent of Twitter users said the same about a Twitter post. It also appears that the use of social networks results in purchases; 35 percent of Facebook users and 32 percent of Twitter users said they would be likely to make a purchase directly from these sites.

In a further survey result, 42 percent of Twitter users and 34 percent of Facebook users access the sites through their mobile phones at least once a day. Thirty-two percent of the respondents said they view YouTube clips daily from their smart phones. Also, 47 percent of the participants said they have accessed customer reviews in the store using their mobile device.