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BizReport : Ecommerce archives : May 05, 2015

Social media's role as a shopping aid rising

Research from DigitasLBi reveals the impact of social media on consumers' on- and off-line purchases.

by Helen Leggatt

According to DigitasLBi's '2015 Connected Commerce' study, involving 1,000 consumers across 17 countries, social media's credibility as a shopping aid is growing.

More than half (52%) of consumers, across countries including Australia, China, the U.K. and the U.S., said Facebook now influences their online and offline purchases, up from 36% in 2014.

But it's not just the giant of social media that impacts consumers' purchasing behavior. Forty-six percent were influence by Pinterest, 43% by Instagram and 36% by Twitter. Overall, 28% of the 1,000 respondents had made a purchase via a social media platform. In the UAE, more than half (56%) of respondents had made a purchase via social media, the highest of all 17 countries included in the study.

"Peer pressure has always been a powerful influencing factor when it comes to making purchases," said Jim Herbert, managing partner of DigitasLBi Commerce. "Social networks aimed at our personal lives rather than our professional lives are translating this online. Retailers need to ensure that social media is integrated throughout the entire customer journey and that they manage their social channels to make a real impact on purchase behavior."

scyther5 /

Image via Shutterstock

Tags: consumer spending, ecommerce, global, social, study

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