Social Media Influencing Holiday Purchases - InformationWeek
IoT
IoT
Mobile // Mobile Applications
News
12/9/2009
11:55 AM
50%
50%

Social Media Influencing Holiday Purchases

A comScore survey found that 28% of online shoppers were influenced by info on Facebook or Twitter in making holiday purchases.

Social media is beginning to have a strong influence on purchases made by online shoppers, according to the latest comScore poll on online holiday spending.

The online measuring firm found that 28% of the responding online shoppers in its latest poll said social media influenced their shopping decisions. comScore said that holiday spending hit $16 billion for the first 36 days of the November-December shopping season. The figure represented a 3% gain over the similar period in 2008.

"Social media really appears to be emerging as an important marketing channel this holiday season," said comScore chairman Gian Fulgoni in a statement. "Its emergence is being driven by increased consumer adoption of these technologies and the exponential growth in digital world-of-mouth that is occurring over this medium."

For the week ending Dec. 6, online shopping sales reached $4.6 billion -- more than any individual spending week in 2008. Purchases kicked off on Cyber Monday with sales of $887 million, but petered out over the weekend when negative year-over-year growth rates were recorded. The jury is still out on this year's online holiday sales, because the first days of the period were marked by special discounts and promotions, which may have hyped sales.

In its latest poll, comScore found that consumer-generated product reviews were the most cited social media purchase influence in the period with 13% of the poll respondents citing that category. Another 11% said they were influenced by an expert product review; followed by a Facebook fan page, 7%; a Facebook friend's recommendation, 6%; company recommendations on Twitter, 5%; and "tweets" from a friend, 3%.

"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," Fulgoni said. "I think we are getting our first real glimpse at the impact social media will play on commerce as we enter the next decade."

Comment  | 
Print  | 
More Insights
Comments
Oldest First  |  Newest First  |  Threaded View
How Enterprises Are Attacking the IT Security Enterprise
How Enterprises Are Attacking the IT Security Enterprise
To learn more about what organizations are doing to tackle attacks and threats we surveyed a group of 300 IT and infosec professionals to find out what their biggest IT security challenges are and what they're doing to defend against today's threats. Download the report to see what they're saying.
Register for InformationWeek Newsletters
White Papers
Current Issue
2017 State of the Cloud Report
As the use of public cloud becomes a given, IT leaders must navigate the transition and advocate for management tools or architectures that allow them to realize the benefits they seek. Download this report to explore the issues and how to best leverage the cloud moving forward.
Video
Slideshows
Twitter Feed
InformationWeek Radio
Archived InformationWeek Radio
Join us for a roundup of the top stories on InformationWeek.com for the week of November 6, 2016. We'll be talking with the InformationWeek.com editors and correspondents who brought you the top stories of the week to get the "story behind the story."
Sponsored Live Streaming Video
Everything You've Been Told About Mobility Is Wrong
Attend this video symposium with Sean Wisdom, Global Director of Mobility Solutions, and learn about how you can harness powerful new products to mobilize your business potential.
Flash Poll