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BizReport : Ecommerce : June 21, 2011

Study finds Facebook pages very valuable for ecomm

When it comes to having a social presence, the value may be in Facebook's pages than in other social networking profiles. Just over half of consumers tell Compete researchers than they are using Facebook to stay up to date with favorite retailers' products, sales and other deals. Moreover, those consumers using Facebook to stay in contact with brands say Facebook pages are influential in their purchasing decisions.

by Kristina Knight

How much play are branded social profiles actually getting? Compete looked at the traffic to the iTunes domain and then to the iTunes Facebook page, which is used as a store, and found that the Facebook page captured more traffic than the official domain during February.

"Nearly half of consumers in the study reported that they are a fan of five or more retailers/brands on Facebook, so the opportunity for retailers may be largely untapped. As more data is available to retailers about the benefits of engaging shoppers on Facebook, we'll likely see more emerging strategies to enable brands to more aggressively tap into this opportunity," said Matt Pace, Compete managing director of retail and consumer products.

How often are shoppers tuning in to the social pages of their favorite brands? One-quarter (25%) say they check in at least monthly.

Meanwhile, Hitwise research shows that Facebook remains the top visited US website, with a 10.79% visit share, and the top US social network (62% visit share). No retail sites show up in the most visited websites listing, however, video hub YouTube ranks third (3.8% visit share). Search engines and web-based email hubs Gmail and Windows Live Mail are also in the top ten.

Tags: Compete, ecommerce, Hitwise, online shopping, social commerce, social marketing, social networks

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