Retailers’ Facebook Updates Aren’t Being Ignored by Online Shoppers

June 5, 2013

This article is included in these additional categories:

Digital | Local & Directories / Small Biz | Mobile Phone | Promotions, Coupons & Co-op | Retail & E-Commerce | Social Media

UPScomScore-Online-Shoppers-Attention-to-Retailers-Facebook-Updates-June2013A study of online shoppers [pdf] by UPS and comScore reveals that the vast majority of those who have liked a retailer on Facebook pay either a little attention to its updates (i.e. briefly skim for information – 52%) or a lot of attention (i.e. by reading the update as if it were from a friend – 34%). That leaves just 14% of respondents either skipping over the updates (8%) or claiming to not notice them at all (6%). While these updates don’t seem to be leading to much direct downstream traffic, per the latest Monetate data, social’s influence typically occurs earlier rather than later in the purchase journey.

Returning to the UPS study, among the two-thirds of respondents who reported having liked a brand on the site, the top reasons given were because the retailer occasionally offers special promotions for its Facebook fans (60%) and because the retailer incentivized the respondent to like its Facebook page/application (47%).

While Facebook is the most popular social media site among the online shoppers surveyed, used by 77%, some respondents can also be found on Twitter (26%), LinkedIn (22%), Pinterest (18%), and Google+ (17%).

Overall, 84% of the respondents said they use at least a single social media site.

Other Findings:

  • Among tablet owners surveyed, 59% said they make purchases on their device in a typical 3-month period. The corresponding figure for smartphone owners was 49%.
  • Online shopping satisfaction is higher for tablets (92%) and computers (86%) than for smartphones (66%).
  • 46% of respondents who use a retailer’s mobile application said that it makes them less likely to comparison shop.
  • 49% of respondents use a location-based social/deal service, and 60% of those would like a retailer to use their location and/or transaction history to serve them relevant deals and promotions suited to their interests.

About the Data: The study analyzes data from a survey of more than 3,000 U.S. online shoppers conducted in February 2013. All shoppers surveyed had to meet the criteria of making at least two online purchases in a typical 3-month period. Among those surveyed, 41% indicated they made 2-3 online purchases, 33% made 4-6 purchases, and 27% made 7 or more purchases.

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