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Social Media Influences Consumers’ Holiday Shopping Purchases
By Anna Johnson on December 16th, 2009comScore’s study of online purchasing behavior in the period December 4-7, 2009, indicates that 28 percent of those who have begun their shopping this holiday season are influenced by social media.
Among those consumers citing social media as influencing their purchases, the most common form of influential social media were consumer-generated product reviews (cited by 13 percent of respondents), followed by an expert product reviews (11 percent).
Seven percent of respondents said they followed a fan page on Facebook to get special offers and deals, while 6 percent said they were influenced by a friend’s Facebook status update referring to a particular product.
Five percent of respondents indicated they had followed a company on Twitter to get special offers and deals, while 3 percent said that a friend’s ‘tweet’ about a product influenced their buying behavior.
Source: Michael Arrington, “60 Million People A Month Use Facebook Connect,” TechCrunch, December 9, 2009
