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BizReport : Ecommerce : March 04, 2014

Social media presence diminishes consumer trust in retailers

More than half of online shoppers in the UK trust retailers less of they have a presence on a social networking platform, according to startling new research findings from market researchers YouGov SixthSense.

by Helen Leggatt

The hype that being on social media does wonders for brand awareness and customer service may not be quite how customers see it. In its new report, 'Ecommerce: Trust in Online Transactions', for which just over 1,000 UK adults aged 16 and over were surveyed, YouGov SixthSense found that 55% trust a retailer less if their store has a presence on social media.

Just 27% said they would trust a retailer more.

Worse still, according to James McCoy, Research Director at YouGov, is that "younger, more social media savvy consumers are the ones who have the greatest objections to using their Facebook and Twitter accounts for shopping". Instead, he added, they prefer to keeping shopping and social separate.

Furthermore, social networking sites featured low in shoppers' online research with just 10% using them as a source of information. Instead, online shoppers were more likely to view reviews on a retailer's website (60%), use shopping comparison sites (48%) or view consumer reviews on third party sites (40%).

Image via Shutterstock

Tags: retail, social media, UK

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