An analysis of almost 900 retail brands, encompassing nearly all of the Internet Retailer 2013 Top 500 as well as additional “up and coming” brands has found that many have already warmed to Vine. The 8thBridge report [download page] reveals that while Facebook (99%) and YouTube (98%) adoption is almost ubiquitous among the studied brands, some 38% have already begun using Vine. Also of note, adoption of Pinterest has grown from 78% in last year’s study to 89% in this year’s edition, putting the visual platform on par with Twitter.
In terms of upstream traffic, Facebook easily tops the other networks, with YouTube (and Pinterest to a much lesser degree) the only other platforms sending significant upstream traffic to the brands. Interestingly, despite those results, retailers’ sites are slightly more likely to sport a pin it (62%) or tweet (61%) button than a Facebook like (59%) button. That result seems to undercut Facebook’s importance even more when considering that a concurrent consumer survey found respondents more apt to frequently share products they bought via Facebook than via Pinterest or Twitter.
While Facebook may not be tops for website integration, retailers surveyed by 8th Bridge recognize its potential. Asked to choose between Facebook, Pinterest, Twitter and Instagram, 58% said that Facebook has the most potential to drive sales, with 27% pointing to Pinterest.
Separately, 54% of retailers either already use (13%) or plan to use (41%) social login within the next year. If those plans materialize, retailers should be collecting a lot more social data; currently, the analysis finds that only 27% are collecting customer likes and only 2% are asking for a customer’s friend list and the friends’ likes.