Social networks suitable for branding, not retail

JupiterResearch have released new survey findings showing that social networking and community sites have little influence over online shoppers.

by Helen Leggatt

Online shoppers prefer to purchase through retail websites, rather than via social networks, blogs or online communities, found JupiterResearch in its recent ‘U.S. Retail Consumer Survey’.

Online shoppers appear to favour retail outlets where they can quickly, and efficiently, make purchases with 53 percent of those surveyed by JupiterResearch doing so.

In comparison, just 3 percent would purchase through a blog and social networks are encouraging just 12 percent of online shoppers to purchase more than they planned. However, both blogs and social networks are being used by 29 percent of online shoppers to research and reaffirm their purchasing decisions.

"From a branding and advertising perspective, social and community sites are garnering a great deal of online influence," said Patti Freeman Evans, senior analyst with JupiterResearch. "But when researching a product online, shoppers are looking for fundamental information, not entertainment or social interaction.”

Tags: branding, JupiterResearch, online retail, online shopping, social network