Consumers Turn to Social Media When Shopping for Products
A survey on buying habits found 77 percent of consumers regularly use their smartphones to access reviews and recommendations while they’re shopping.Social media is fast becoming the most powerful tool available to marketers, according to a survey by Influence Central, which found 81 percent of consumers frequently buy items they’ve seen shared on social media. The survey also found 81 percent say product reviews influence the way they shop, while 72 percent say the ability to check social media recommendations takes the guesswork out of buying a new product. "Our study's most compelling findings revealed the powerful degree to which social media has literally transformed how women consumers shop," Stacy DeBroff, founder and CEO of Influence Central, told eWEEK. "The currency of social media impacts consumers throughout their path to purchase—from 86 percent saying social media content has become a chief source of online research to 87 percent saying they’re more likely to buy brands more regularly that they engage with on social media." She explained this upends the traditional focus of shopper dollars going to in-store and traditional advertising.
The survey also found 64 percent of those surveyed say they become more generally aware of a product when they see an ad for it on television.