While many Web marketers and merchants want conclusive data before investing in a social commerce campaign, a new report suggests taking action sooner rather than later. According to the study conducted in July 2010, online shoppers in virtually every demographic are becoming increasingly reliant on social commerce tools and platforms.
Below are the key findings from Consumer Shopping Experiences, Preferences and Behaviors, the report released this week from e-commerce solutions provider ATG. The study, deployed by independent research firm MarketTools, polled 1,002 respondents age 18 and older:
• 50 percent of consumers aged 18-34 use Facebook for shopping-related activities such as product research, searching for coupons and interacting with merchants.
• By comparison, 28 percent of those 35 and older use Facebook for these activities.
• 41 percent of 18- to 34-year-olds use mobile devices to browse or research products or services, up from 23 percent reported in another study released earlier this year.
• 47 percent of those 55 and older discover products via emails from merchants, compared to 41 percent of 18- to 34-year-olds and 39 percent of 35- to 54-year-olds.
• 37 percent of 18- to 34-year-olds consider it “important” or “very important” that merchants provide an opportunity to interact through social networks
• Nearly 40 percent of those aged 55 and older cited more live help options as an important upgrade for online merchants.
• 15 percent of 35- to 54-year-olds, as well as 15 percent of those over 55, said they use price comparison services when shopping online.