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BizReport : Social Marketing : November 21, 2013

Survey reveals few Brits using social media for gift recommendations

Few consumers will be turning to social media for holiday gift recommendations this year, according to new research in the U.K. commissioned by The Drum and conducted by YouGov.

by Helen Leggatt

Of the 1,752 survey participants in The Drum/YouGov's research, the vast majority (83%) said they were not planning to use recommendations on social media to aid in the planning of Christmas gift ideas this year. Facebook was the main social media site used by those in the study.

Just 5% said they would turn to social media for inspiration and recommendation, and 11% weren't sure.

As is to be expected, consumers in younger age groups were more likely to use social media recommendations. However, The Drum's findings show that even among those younger demographics, few plan to use social media recommendations.

Among those between the ages of 18-24 almost three-quarters (73%) said they would not heed social media recommendations, rising to 80% among 25-39 year olds. The percentage rises with age with 83% of 40-59 year olds and 90% of those over the age of 60 shunning social.

In terms of UK regions, The Drum/YouGov found very little variation in the propensity of consumers to take heed of social media recommendations across all regions such as Scotland, London, Midlands/Wales, North and the rest of the South.

According to a YouGov survey earlier this month, UK households expect to spend £822 (US$1,322) on Christmas this year, an increase of £54 (US$87) on last year, with £599 (US$964) being spent on gifts and £180 (US$290) on food and drink. The remainder will be spent on cards, trees and decorations.

Image via Shutterstock

Tags: Facebook, holiday 2013 trends, social media

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