Gift Givers Influenced by Social Media
The numbers are far from a majority, but new research from comScore
Inc. shows 28 percent of consumers have had their holiday season purchases
influenced by social media sites such as Facebook and Twitter.
really appears to be emerging as an important marketing channel this holiday
season," said Gian Fulgoni, chairman and co-founder of comScore, in a press
release. "On the one hand, its emergence is being driven by increased consumer
adoption of these technologies and the exponential growth in digital word-of-mouth
that is occurring over this medium. On the other hand, having a social media
marketing strategy makes sense for retailers in this environment because it’s
cost-effective and shows an effort to get closer to one’s customers. I think
we are getting our first real glimpse at the impact social media will play
on commerce as we enter the next decade."
The types of social media communications
influencing purchases included consumer reviews (13 percent), expert reviews
(11 percent), a Facebook fan page consumers follow to special offers, status
updates on a friend’s Facebook page (six percent) and a tweet by a friend on
a product (three percent).
Retailers and brands are jumping on the social media
bandwagon to try and take advantage of its influence. J.C. Penney is among
"Our customers are spending a lot of time connecting with
each other in these online communities, and we want to be there," Nick Bomersbach,
director of jcp.com, told Bloomberg News. "Oftentimes they’re talking
about brands and J.C. Penney, and we want to have an open avenue to have that
Discussion Questions: Where do
you see the greatest opportunities to influence consumers through social media?
Are there aspects of the social media experience where retailers and brand
marketers should be treading most carefully?
- U.S. Online Holiday Spending Reaches
$16 Billion for First 36 Days of the November-December Shopping Season – comScore
Twitter Influence Holiday Gift Buying – Bloomberg News