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Posts Tagged ‘Facebook marketing’

Email, search outperformed social networks in online holiday shopping (infographic)

Thursday, January 12th, 2012

BaynoteMore than 84 percent of consumers said their online shopping experience this season was “good” or “excellent,” up from 78 percent last year, according to Baynote’s  2nd Annual Holiday Online Shopping Experience Survey.

Social networks played no role for 80 percent of online shoppers surveyed, but personal recommendations were important – evidence of missed marketing opportunities.

The attributes consumers said were most important to ensuring a positive online shopping experience included a smooth checkout process, effective on-site navigation and search, informative user reviews and comments, and personalized product recommendations, although consumers indicated there is room for improvement across the board.

Furthermore, consumers were generally satisfied with privacy controls across eCommerce channels this year, except on Facebook, which has publically struggled to quell the privacy concerns of its users; more than one out of five people said it did not meet their expectations on privacy.

“With so much hype around emerging channels this holiday season, our survey shows online retailers which of them actually delivered the best online experience,” said Anurag Wadehra, chief marketing officer for Baynote.

“While social, mobile and tablets all have tremendous potential, retailers need to improve the customer shopping experience across these new channels. This holds particularly true for the tablet, which we expect will dominate all other emerging channels in the coming year.”

Key findings of the Baynote Holiday Online Shopping Experience Survey include:

  • The future of mobile commerce is the tablet:
    • Nearly half of tablet owners (49 percent) used their tablets to make purchases.
    • Respondents indicated that tablets would become a larger part of mobile commerce than other platforms; nearly 60 percent of tablet owners expect to use their tablet to research or purchase products in the next year, compared to only 21 percent of mobile phone users.
    • Despite opportunities around the tablet, consumers gave the overall shopping experience on this channel a B- grade.
  • Despite the hype, social commerce has yet to deliver on its promise:
    • Nearly 80 percent said social networks had no influence on their holiday shopping decisions yet 55 percent said getting advice on products from friends was important, indicating retailers are missing an opportunity to exploit the social graph.
    • Less than nine percent of consumers purchased something from a retailer’s Facebook fan page yet 20 percent made a purchase on an eCommerce website based on a promotion seen on Facebook.
    • Consumers gave the overall shopping experience on Facebook a C+ grade.
  • Personalized recommendations are driving sales:
    • The majority of shoppers (57 percent) purchased items recommended to them, indicating personalized recommendations are paying off for online retailers. Shoppers were most satisfied with how retailers personalized the shopping experience on retail websites, compared with Facebook, mobile phones and tablets, with 93 percent saying it met or exceeded their expectations.
    • Email and search delivered the most relevant personalized product recommendations, outperforming those of eCommerce sites and in-store sales associates.
    • Consumers found coupons and promotions delivered via email, direct mail and search more useful than those received via emerging channels such as daily deal sites and social networks.
    • Baynote created this infographic illustrating the survey results:

infographic

Web and mobile fundamentally changing the way people shop

Thursday, December 29th, 2011

ShopatronShopatron, which sells an eCommerce solution for branded manufacturers, has released its predictions for the web’s impact on retail shopping in 2012, and they all point to one thing—the web and mobile are fundamentally changing the way people shop.

The projections also foretell an era of “no boundaries” shopping, fueled by growth in mobile and social networking, as well as the omnipresence of the web in general.

A key prediction in Shopatron’s report relates to mobile shopping.

From January to December 2011, the percentage of visits to Shopatron brand partner stores from mobile devices grew from 6.5% to 12.2%. Greg Squires, Online Marketing Manager for Shopatron, predicts that number will grow to 18-20% by the end of 2012.

“We have seen rapid growth in mobile this year, with visits to our mobile optimized client stores approaching double what we saw at the beginning of the year,” says Squires.  “And we expect that number to nearly double again in 2012. With this level of traffic, we recommend that brands pay special attention to their mobile presence and mobile marketing tactics in the coming year.”

Shopatron also predicts social networking will have a stronger influence on retail purchasing behavior in 2012. Mr. Squires specifically predicts significant growth in the use of Facebook advertising.

Currently, about 50% of Shopatron clients using the company’s online marketing services are investing in Facebook ads or Facebook shops. He expects that number to reach 70-75% by the end of next year.

“There’s an undeniable shift happening,” notes Shopatron SVP of Marketing, Mark Grondin. “Consumers are being conditioned to expect that they can shop anywhere, anytime and any way they like. Not just in stores, but also on their computers, their phones, their tablets, their TVs and soon on their refrigerators. Brands and retailers that don’t accommodate them are going to lose sales and loyalty.”

To receive Shopatron’s predictions for retail eCommerce in 2012, you can download the whitepaper 10 Ways “Online” Will Change Life for Brands and Retailers in 2012 or listen to an online presentation of the report on-demand on the Shopatron website.

Social media marketing hints from ChannelAdvisor

Monday, November 14th, 2011

ChannelAdvisorJust what are retailers using Facebook and Twitter for marketing doing succesfully?

We asked Link Walls, director of product management at ChannelAdvisor, a global e-commerce software provider that helps retailers sell more across online channels. Walls is hosting the social media marketing session at the Internet Summit Conference, taking place Tuesday and Wednesday, November 15-16,  at the Raleigh, NC Convention Center.

Walls filled us in on some the trends ChannelAdvisor is seeing:

“Right now,” he says, “increasing brand recognition on Facebook and Twitter seems to be very valuable to retailers.”

He adds, “Since February, we’ve published the Facebook Commerce Index that tracks the fan counts of the top 500 online retailers that have Facebook pages. Through this we’ve been able to analyze how retailers are acquiring more fans and shoppers with a variety of promotions and campaigns. Retailers are really putting a lot of time and effort into engaging fans on Facebook, as Liking a brand gives them the ability to send you updates. ”

He also noted, “We’re closely watching Facebook and think that Facebook Commerce has great potential to become a new channel for online retailers.”

How Levi’s is belting its jeans on Facebook

We asked Walls what Facebook marketers are doing to sign up fans and keep them engaged.

“Within the Facebook Commerce Index (FBCI), we’ve been watching how retailers are campaigning to increase their fans, and each month it is interesting to evaluate the various ways that retailers are gaining attention—some focus on giveaways, others on community involvement and humanitarian efforts,” he said.

“One example that’s pretty interesting from the FBCI is Levi’s, which has secured a place in the Top 25 for months now.  However, where most top social-savvy brands see a 1-5% increase each month, Levi’s clocked 9% growth in October.

“Whereas most Facebook pages are quickly becoming one-visit stops for users looking to score discounts or free products, Levi’s is setting itself apart by structuring its Facebook page around a global, long-term campaign to support Water.org, which has been the main focus of the page since it was created.

Narrowing page focus

“Narrowing its page focus has allowed Levi’s to build on its campaign with quality content, from lengthy documentaries of “Pioneers for Water” to celebrity endorsement videos and real-time pledges. By creating a movement to sustain customer engagement, Levi’s is more likely to increase brand awareness, and ultimately ROI, in the long-run.”

ChannelAdvisor helps more than 3,000 retailers, including renowned brands like Dell, Jockey and ULTA, sell more online with best-in-class software and services for eBay, Amazon, Buy.com, Google, shopping engines and more. It was recently recognized on Triangle Business Journal’s list of Best Places to Work for 2011 and is a finalist for the North Carolina Technology Association Best Product/Service Technology Company Award.

To learn more about ChannelAdvisor’s global expansion, expert software offerings and career opportunities, visit booth #18 during the Internet Summit or visit www.channeladvisor.com.

ChannelAdvisor Director of Product Management Link Walls will host the Social Media Marketing session on November 16th at 4:20 p.m. EST.

Emerging trends: mobile gaining, ad exchanges becoming standard, social media rising

Friday, November 11th, 2011

RazorfishThe growing diversity of media solutions and technology platforms provides opportunities for marketers to innovate beyond familiar conventions. To help brands navigate, Razorfish provides an in-depth analysis of emerging trends in media, technology and creativity in its annual Razorfish Outlook Report, published today.

“Building an agency that fires on all cylinders — high levels of innovation, efficiency and technology — is a tremendous challenge,” said Bob Lord, Chief Executive Officer of Razorfish. “One way we’ve been able to accomplish this is by investing heavily in thought leadership.”

The Year in Media

The first chapter of the Razorfish Outlook Report provides analysis of proprietary data detailing where and why Razorfish distributed its media billings, which grew an estimated 25% in 2011. Over the past 10 volumes of the report, this data has proven to be a bellwether for the industry at large.

“This year’s study established that media has moved into more of a five channel game – a significant change from years past when display and search were the major players,” said Jeff Lanctot, Chief Media Officer at Razorfish.

Razorfish Report 2011

The chapter also revealed implications for brands’ future media choices, including: 

  • Ad exchanges are quickly becoming an industry standard. The channel has several advantages such as superior targeting and outstanding ROI
  • No more uncertainty around paid social media ads. Facebook, having jumped from a top 200 partner in 2008 to one of Razorfish’s top five in 2011, has demonstrated that paid media on social networks is helping brands meet their business.
  • Mobile continues to make extensive gains. Media spend for mobile has nearly doubled in the last year alone. This growth is due to the explosion of tablet adoption, increases in m-commerce and the phenomenon of the “always-on” phone.

In addition to the annual media analysis, the Razorfish Outlook Report includes several editorials that provide actionable insight on topics ranging from game mechanics to cloud computing to a study Razorfish co-sponsored with Yahoo! on consumer multitasking behavior.

Game Mechanics

In this chapter, Razorfish sister agency Denuo breaks down the idea of “gamification” –applying gaming principles and mechanics to non-gaming applications – and its profound effect on marketing. The report provides insights on the five key factors of gamification (challenge, recognition, tracking, competition and cooperation) and the very real human benefits they provide.

“Game mechanics can be found in everything we do as human beings, from education to careers to relationships,” said Dan Buczaczer, Denuo’s Managing Director. “With the right guidance, marketers can impact their brands by creating authentic, fun, and challenging experiences that reward people just like games do.”

How the Social Cloud can Accelerate Brand Interactions

In the social cloud chapter, Razorfish Chief Technology Officer Ray Velez shares valuable thinking on the three core areas that make up social APIs (authentication, conversion and sharing, and social graph).

Velez writes that from March 2010 to March 2011, visits to Facebook increased 69%, while overall web traffic was down 9%.

“This dichotomy proves the importance for brands to take the conversation to where the consumers already are,” says Velez. “They can do this by utilizing social cloud services to connect their web content to Facebook, Twitter, LinkedIn and other communities.”

Forget Mobile, Think Multiscreen

The proprietary study conducted by Yahoo! and Razorfish reveals the largely untapped potential of “media multitasking.” Because advertisers have over-focused on mobile as a stand-alone medium, opportunities abound for brands that learn to embrace simultaneous cross-channel planning.

The findings include

 - Nearly 80% of respondents multitask on their mobile device while watching TV at home. In fact, 15% of that group will stay on their device for the duration of the show.

- 38% of respondents are actively searching for more information about the products they are seeing on TV. Clearly, this is an opportunity for advertisers to more closely align their television advertisers to their mobile offerings.

“This study reveals countless prospects for brands in the mobile and tablet market, by recognizing this emerging consumer behavior of ‘media multi-tasking’ and putting it to work for them by creating true cross-screen campaigns,” said Edwin Wong, Director of Market Research, Yahoo! “We are pleased to be able to partner with Razorfish to provide this kind of valuable insight to the marketplace.”

The Importance of Agency Collaboration

Most brands have several agencies working to meet the needs of the always-on consumer, and any disconnect between the agencies can create problems for the brand.

“Coordination between agencies is not enough. You need to aggressively move toward collaboration for the brand to be the most successful,” said Frederic Bonn, Executive Creative Director at Razorfish.

Bonn, along with Pete Stein, President of the East Region at Razorfish, identified the five major barriers to agency collaboration, and best practices brands can put into place to avoid them.

“Setting up clear processes, demanding creative collaboration and planning for the unplanned creates a solid foundation that will go a long way in ensuring your agencies produce exceptional creative experiences for your brand,” said Bonn.

This year’s Razorfish Outlook Report can be viewed in online at razorfishoutlook.razorfish.com. Follow the conversation on Twitter using the hashtag #orv10.

Social media marketing: timing maximizes engagement (infographic)

Tuesday, November 8th, 2011
Adam Covati

Adam Covati - Founder & CTO, Argyle Social

By Allan Maurer

Whenever strategy is important – in war, games, and marketing, timing may not be everything, but it is critically important. And, it is crucial to maximizing your social media marketing efforts, says Adam Covati, founder and CTO of Argyle Social.

Argyle, Covati notes, “Does a lot of original research.” He is one of dozens of digital media and marketing thought-leaders participating in the upcoming Internet Summit Nov. 15-16 at the Raleigh, NC Convention Center. He’ll talk about measuring, managing, and monetizing social media.

Get everyone on the same page

His first piece of advice is to “Get everyone in marketing on the same page. Use the same platform. Aggregate your efforts in one place and use consistent web analytics or third party tools. Once you’re organized, you can really measure things and then you can figure out how to do more of what’s working.”

Argyle Social recently conducted research on how to time social media posts strategically to maximize engagement. It collected the results in an infographic Covati will discuss in more detail at the Internet Summit. Among the findings: marketers usually post to Twitter, Facebook or other social media outlets when they’re at work rather than when their audience is listening.

One strategy Covati suggests is to repost items. “We found that if you get it out there multiple times via multiple channels, you get about the same click-through rate each time. You reach different crowds on a Monday, on weekends, on evenings. So we might take one article and post it multiple times over a month.”

The infographic itself provides a good deal of insight into social media timing:

social timing infographic

 

Facebook Insights update should lead to more engaging brand pages

Friday, October 28th, 2011

FacebookThe update to the Facebook insights tool should provide brands with the analytics data they require to optimise their content for increased engagement according to PR, search and social media agency Punch Communications.

The new Facebook insights analytics platform for brand pages offers a plethora of opportunities, with new metrics focusing on overall reach, unique impressions and also the number of people who have discussed a page during a specified time period. These top-level metrics provide a whole new level of insight to brands that may previously have been unsure as to their page’s performance against Facebook’s EdgeRank algorithm.

In addition, the updated platform also allows brands to drill down into the impact of each specific Facebook post they publish.

A new ‘engaged users’ metric shows exactly how many users have created a ‘story’ from a specific post (an element of activity that will have been visible in their friends’ news feeds or tickers), whilst the ‘talking about this’ tab shows exactly who is engaged by each post in terms of demographics.

This will allow brands to see which demographics they are engaging with the most and therefore help them to adapt content to improve engagement from others if needed.

Alex Smith, account manager at public relations agency Punch, said: “The new Facebook insights platform has been a long time coming and it adds a huge amount of value to Facebook for brands with established communities.

Providing that the new metrics are absorbed by community managers and used in the most appropriate way, this should result in brand pages becoming more engaging to users in the long run, which is exactly what Facebook wants.

“This will of course bring heightened competition between brands, so the onus is on the owners of each page to ensure that it is not only managed well but also optimised appropriately.”

Brand engagement trumps fan numbers on Facebook

Monday, September 19th, 2011

Evolution FacebookRetailers are increasingly shuttering Facebook storefronts while U.K., U.S. and French fans (recently rechristened “likers” by Facebook) are following fewer brands, and are not as quick to like a brand or recommend a brand to friends. Still, it’s not all doom and gloom as Facebook prepares to do battle with Google +.

Recent studies by comScore and Nielsen have shown that despite reports to the contrary, the Facebook audience continues to grow in the U.S. And a new study from DDB Paris and OpinionWay reveals an increase in hardcore users in mature countries and significant spikes in usage frequency in developing markets.

Fewer brands being followed

But in the mature markets fewer brands are being followed and fewer brand fans are recommending brands to friends, all of which raises the value of engagement.

“Though our study shows consumers forge bonds with some brands on Facebook, there’s no value for marketers in fans per se. Fan page ranking should be more focused on the engagement rate than on the number of fans because engagement trumps volume,” said Catherine Lautier, Business Intelligence Director at DDB Paris, which led the study with OpinionWay.

The study, with a two-point margin of error, is a quantitative online survey of 1,528 Facebook fans created by DDB Paris and conducted in partnership with the French market research firm OpinionWay. The respondents were 18- to 60-year-old users of Facebook in six countries: France, Germany, Malaysia, Turkey, the U.K. and the U.S.

The survey follows DDB Paris’ and OpinionWay’s inaugural research last year that examined the impact of fan status on purchase intent and advocacy.

Other findings in “The Evolution of Facebook Brand Fans” include:

  • Geo-location programs such as Facebook Places can create privacy concerns but when geo-location is about exclusive offers or special discounts, the negative perception of geo-location diminishes dramatically.
  • Facebook founder Mark Zuckerberg’s often stated belief that privacy is not a social norm today is a major problem for countries that question the legality of automatic facial recognition and tagging.
  • Seventy-five percent of those surveyed said they are concerned about how Facebook may use their personal data.
  • Facebook is more effective at driving brand sales via a brand’s website than on Facebook itself.
  • Fifty percent of respondents said they might make a purchase directly on Facebook. But about 50 percent also do not trust Facebook enough to leave their credit card details.

“The findings show consumer and brand usage of Facebook is still in its adolescence,” said Sebastien Genty, Planning Director at DDB Paris. “There definitely has been a learning curve. No brand can afford to be blinded by technology and forget the basics of interaction with consumers. The teachings of our founder Bill Bernbach remain very relevant today. Always behave with respect for the consumer, recognizing that brands are ultimately in the hands of the consumers, not marketers.”

chart

Survey shows age & gender affect Facebook click-through-rates

Tuesday, August 30th, 2011

FacebookWASHINGTON, DC – Results from a survey by Facebook-focused Social Code, show that for ads with a ‘Like’ button, older Facebook users have a higher click-through-rate while younger Facebook users will tend to click ‘Like’ directly within the Facebook ad.

SocialCode, a DC-based full-service Facebook agency working with global brands and agencies to translate their marketing goals on to Facebook, disclosed the results from a new Facebook advertising research study. The research examined over four million data points across over 50 clients from a wide variety of industries to get a better understanding of how age and gender affect click-through rates (CTR) and ‘Like’ rates on Facebook.

“In general, younger Facebook users are more comfortable using the ‘Like’ button than older users at this point,” said Laura O’Shaughnessy, CEO, SocialCode. “With inline fan ads on Facebook, older users have a high level of interaction and curiosity about the ads as evidenced by their high CTRs, whereas younger users have a higher propensity to click the ‘Like’ button right in an ad on Facebook.”

He added, “We assume that while older users are adopting Facebook at a high rate, they are also the newest subset to join the social network, meaning they may not have high friend numbers so ads are less likely to have social context in advertisements.”

AGE FINDINGS

The SocialCode study found that while age has a strong positive effect on whether a user will click; it oftentimes has the opposite effect on the likelihood of the user becoming a fan of a page.

  • 50+ year-old users, the oldest segment in the study, are 28.2 percent more likely to click through and 9 percent less likely to ‘Like’ than 18-29 year-old users, the youngest group observed
  • Versus the rest of the younger population on Facebook, 50+ users see a 22.6 percent higher CTR and 8.4 percent lower ‘Like’ rate

GENDER FINDINGS

When broken down by gender, age has a much more pronounced effect on CTR for women than it does for men, whereas for men there is a stronger effect on ‘Like’ rate than women.

  • Overall, women are 11 percent more likely to click on an ad
  • ‘Like’ rates are almost even for men and women; men are actually 2.2 percent more likely to ‘Like’ an ad than women
  • For women, CTR is 31.2 percent higher for the 50+ age group versus 18-29 year olds, men only see a 16.2 percent difference between the age groups
  • Versus all age groups, 50+ women’s CTR is 22 percent higher versus a 16.4 percent difference for males
  • The oldest male segment has an 11.7 percent lower ‘Like’ rate than the youngest segment, and 9.5 percent lower ‘Like’ rate versus all age groups. Women only see a 7.2 percent and 7.9 percent difference respectively

The age and gender research study conducted by SocialCode examined over four million data points for ads containing a ‘Like’ button across over 50 clients in different verticals for the past ten months. While performance varies greatly based on multiple variables, this study looks at the aggregate trends for

Devising Killer Facebook ads: target more than the bullseye

Monday, August 22nd, 2011
Marty Weintraub

Marty Weintraub, CEO of aimClear, author of "Killer Facebook Ads"

By Allan Maurer

The current buzz says that brands should not be selling, selling, selling on Facebook, but rather, building community. While there is definitely truth to that, “We’ve sold hundreds of millions of dollars of products on Facebook,” says Marty Weintraub, CEO of the online marketing agency aimClear and author of the new book, “Killer Facebook Ads.”

His agency has managed Facebook ad campaigns generating over 10 billion impressions internationally. Client credits include MarthaStewart.com, Siemens, Second Life, Budget Direct, and other global brands.

He’s written extensively for respected Internet marketing trade publications including SearchEngineWatch, SearchEngineLand, SearchEngineRoundTable, and been quoted in many others.

The aimClear Blog (aimclearblog.com) has been cited as among the Technorati Top 10 Small Business Blogs, Cison Top Ten Social Media Blogs, PRWeb’s 25 Essential Public Relations Blogs You Should Be Reading, and listed in the AdAge Power150.

Weintraub is one of hundreds of top Internet mavens participating in the upcoming Digital East conference in Tysons Corner, VA, Sept. 28-29. He’ll be talking about demographic targeting on Facebook, particularly targeting by occupation.

More than 20 billion Facebook impressions

Weintraub has a wealth of experience to draw upon. “We’ve been doing Facebook ads since 2007,” he says. “We’ve served more than 10 billion impressions on Facebook.”

People who say they can’t meet their goals on Facebook “have the wrong goals,” Weintraub says.

The first thing anyone who plans to buy Facebook ads should consider, he suggests, is “Understand what you get free and what you have to pay for on Facebook. That’s really important.” The site monetized its viral elements, he says.

Second, he says, “Understand who your customers are.” To do that, he says, use the Facebook Paid Advertising tool. Facebook will let you drill down to very specific sets of demographics – people 51-54 in the U.S. Midwest interested in Popular Mechanics, say.

“Use screen capture to find out who your customers are,” says Weintraub. He points out, however, that just targeting the bullseye in not enough.

Keep an open mind about other interests

Someone interested in tennis is the obvious choice if you’re selling tennis rackets. “But,” Weintraub asks, “Can I get them interested in water bottles or fuzzy wrist bands? If they’re 58-61 and live in New York, can I interest them in the New York Philharmonic subscriptions? You have to have an open mind about their other interests.”

Then, take action. “You have two options, serve them ads or chat with them,” he explains. So you’re goals will be to sell things, or to get them to like your Facebook page or provide information.

The selling itself should take advantage of the medium, Weintraub notes. If you’re trying to sell radically new MRI technology to a neurology surgeon, you don’t advertise, “Radical new MRI equipment.” Instead, “You go, ‘Because it’s so sad when children die of neurology disorders,” with a photo of a grieving parent. “The person clicks through with an emotional connection,” Weintraub says.

Then you don’t take them to a landing page that shoves a form in their grill. You take them to a story about how the equipment saved a kid’s life.

“Don’t look just for literal targeting. If you’re selling organic cereal bars, look for people into sustainable living, recyling, and the environment. If you just target for organic cereal bars, you won’t have that much success. People are too literal in association sales.”

Be likeable

Another type of association to look for is competitive, where you target positive or negative sentiment toward a competitor’s product. That’s where you sell Xooms to people who say iPads suck.

You have to provide content that actually matters to the Facebook user, he says. “You have to play, ‘Now you’ve got me right where I want you.’ But you have to talk to them respectfully. If you’re crude, you’ll turn off the Facebook user.”

Even if all you’re trying to do initially is to build a Facebook fan base, he says “You have to offer something that matters to people for them to like you. The best way for someone to like you anywhere is to be likeable.”

 

Three key social commerce trends examined in JWT report

Friday, July 8th, 2011

JWT“There’s a great deal of hype in this early stage of Social Commerce, as brands experiment with ways to mesh the social graph with shopping,” says Ann Mack, director of trendspotting at JWT. “What’s clear is that there’s tremendous potential here for brands to create more personal, accessible experiences and to amplify word of mouth, especially when it comes to targeting Millennials.”

JWT, a marketing communications firm, has just released a report looking at how retailers and other brands are using Social Commerce to engage consumers both on- and offline.

The report examines three key trends—the rise of Facebook commerce (retailers selling directly on the social network), overlaying the social graph on e-commerce sites and introducing that social graph to the brick-and-mortar world—looking at what innovative retailers and others are doing in these areas, as well as what’s driving each trend and the significance and potential for marketers. It also spotlights things to watch in this space, from apps that enable sharing while shopping to Facebook Credits.

JWT’s trend reports are the result of quantitative, qualitative and desk research conducted by JWTIntelligence throughout the year. Specifically for this report, JWTIntelligence interviewed experts and influencers in research, technology and business, and conducted a quantitative study in the U.S. and the U.K. The survey used SONAR, JWT’s proprietary online research tool, to poll 971 adults aged 20-plus from May 20–June 1, 2011.

Findings from the survey include: 

  •     The Millennial Generation is most interested in F-Commerce: More than four in 10 Millennials (aged 20-33) in the U.S. and the U.K. said they wish there were more opportunities to shop within Facebook, versus 26% of Gen Xers (aged 34-46) and 16% of Boomers (47-66). Nearly half agreed that they spend so much time on Facebook already, they might as well shop there too, compared to a quarter of Gen Xers and 14% of Boomers. Similarly, 48% said they wish the places where they shop had a page where customers could buy products/services directly on Facebook (27% of Gen Xers and 19% of Boomers said the same).
  •     Privacy concerns are a big hurdle for F-Commerce: Nearly eight in 10 of American and British adults said they worry about the privacy implications of shopping directly on Facebook. Three-quarters said they “don’t think Facebook is secure enough to make purchases on,” and nearly that many said they “wouldn’t use a shopping application on Facebook because of concerns that it could compromise my privacy—e.g., shared with third parties.” Interestingly, while the Millennials have an appetite for F-commerce, they’re the ones most concerned about privacy.
  •     Overlaying the social graph helps people make decisions more quickly: When asked about websites that offer personalized recommendations based on one’s Facebook profile, 46% of American and British adults felt that “there is too much information out there, so I think this is helpful”; Millennials were most likely to say this (59%), followed by Gen Xers (49%) and Boomers (31%). More than one-third said personalization of this nature helps them make decisions more quickly; again, Millennials (51%) were more likely to say this than Gen Xers (36%) or Boomers (21%).

“Social Commerce” is available on JWTIntelligence.com. Additional knowledge and research on JWTIntelligence.com includes the recent trend reports “Transmedia Rising”, Rebooting Travel and “Fear Of Missing Out”, 10 Trends for 2011 and 100 Things to Watch in 2011.

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