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Privacy concerns hinder Facebook commerce
More research points to security and privacy concerns being the main reasons behind the slow adoption of shopping on social networks.
Last month a Havas Media Social/Lightspeed Research survey found that many British consumers don't shop via social networks because of security concerns. Even if a special offer was featured on a brand's social network page, most would prefer to redeem that offer on the brand's official website.
New research from marketing communications agency JWT echoes the Havas/Lightspeed research. It found that almost 80% of adults in the UK and US worry that Facebook isn't a secure environment in which to shop online.
Three-quarters said they "wouldn't use a shopping application on Facebook because of concerns that it could compromise my privacy--e.g., shared with third parties" or that Facebook wasn't secure enough to make purchases on.
A surprising statistic from JWT's findings is that Millennials were the most concerned about privacy for direct shopping via Facebook (81%) compared to Gen X (75%) and even Boomers (79%).
Many of these hurdles are the same ones retailers encountered when they first ventured into e-commerce more than a decade ago," says JWTs "Social Commerce" report.
"As they experiment with F-commerce, brands can look at the lessons from that time period for guidance on how to overcome these challenges and ease consumer concerns."
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