Very Social Users also Very Shopping-Minded
Promo magazine, eMarketer and Internet Retailer all covered a new ComScore study which showed that visitors to social networking sites are more receptive to online advertising for leisure-oriented retail categories.
In fact, highly active members of online social networks (the top 20% of social networkers based on time spent) are much more likely than average to surf retail sites selling music, jewelry or other luxury goods, consumer electronics and apparel (95% visited retail sites vs. 80% of the total audience). These intensive socializers accounted for more than 25% of the traffic to jewelry/luxury goods Web sites and almost 25% of the visits to sites selling online apparel, consumer electronics, books and movies.
Bottom-line: "There appears to be a natural synergy between the leisure categories and social networking sites" but when it comes specifically to apparel, "consumer reviews and ratings seem to play a small role in influencing such purchases. They work better for products that are easy to compare and are sold by a variety of retailers."
Another related study was covered in Retail Merchandiser. This one, from Unity Marketing, showed that "young affluents, those 40 years and under, were the most active social networkers, but even one-third of the over 40 year old consumers reported visiting a social networking site."
Finally, BrandWeek covers an AMA report about consumer purchases that are made based on social online interaction, which showed that "peer-to-peer influence trumps any ad message". Among the findings:
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In fact, highly active members of online social networks (the top 20% of social networkers based on time spent) are much more likely than average to surf retail sites selling music, jewelry or other luxury goods, consumer electronics and apparel (95% visited retail sites vs. 80% of the total audience). These intensive socializers accounted for more than 25% of the traffic to jewelry/luxury goods Web sites and almost 25% of the visits to sites selling online apparel, consumer electronics, books and movies.
Bottom-line: "There appears to be a natural synergy between the leisure categories and social networking sites" but when it comes specifically to apparel, "consumer reviews and ratings seem to play a small role in influencing such purchases. They work better for products that are easy to compare and are sold by a variety of retailers."
Another related study was covered in Retail Merchandiser. This one, from Unity Marketing, showed that "young affluents, those 40 years and under, were the most active social networkers, but even one-third of the over 40 year old consumers reported visiting a social networking site."
- Over 40% of luxury consumers (average
income $150,200 and age 43.6 years) visited a social networking
site in the past three
months.
- 52% of the luxury consumers of home luxury products and 46% of buyers of luxury fashion, fashion accessories, cosmetics, jewelry and watches used the Internet in support of their recent luxury purchases.
- Those customers who used the Internet for home luxury purchases spent 11% more on their homes, while those who used the Internet for their personal luxury purchases spent 12.5% more on average buying fashion, jewelry, watches and cosmetic products.
- The research showed that they will visit a retailers'
website to 'browse' before they head out to the store.
Finally, BrandWeek covers an AMA report about consumer purchases that are made based on social online interaction, which showed that "peer-to-peer influence trumps any ad message". Among the findings:
- 47% of all respondents said they would go to a social networking site to download coupons or search for gift ideas if those services were available
- 45% said they would visit a social networking site to find out about upcoming sales in stores or discounts on products
- 22% said they would read or write a product review on a blog
Posted by Universal Ad
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