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BizReport : Social Marketing : July 25, 2013

Study: Twitter not influencing purchases

Social media may be connecting more people and brands, which is helping to increase online conversions. But according to one new study, one of the bigger social networks isn't helping. Social intelligence platform NetBase reports that, for the fashion-minded, Twitter has fallen behind newer socnets like Instagram and Pinterest.

by Kristina Knight

According to the Social Channels of Influence in the Fashion Industry: A Consumer Study women, specifically, find Twitter lacking when it comes to fashion tips or advice. This even though most self-proclaimed fashionistas (66%) say they have a Twitter profile.

Most social shoppers (75%) say they're on Twitter, too.

Where are women getting their fashion advice? Blogs, primarily. More than 60% of both fashionistas and social shoppers report consulting fashion blogs before making a purchase.

"Since women account for more than 85 percent of all consumer purchases in the US, these two segments are valuable customers to own because of their buying power," said Lisa Joy Rosner, CMO of NetBase. "This study contains many valuable insights for fashion brand marketers including the importance of listening to public Facebook conversations and brand pages, and identifying and engaging with high traffic blogs and message boards to influence the buying decisions of fashionistas and social shoppers."

As for the actual social networks that are helping the fashion conscious make those purchasing decisions:

• 72% of social shoppers say they check Facebook before making a purchase
• 56% of fashionistas check in on Facebook first
• Nearly half of both groups check Pinterest for fashion inspiration
• 42% of women (aged 18-29) check Instagram

Tags: ecommerce trends, NetBase, social commerce, social marketing

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