Facebook influences over half of shoppers says DigitasLBi’s Connected Commerce report

Facebook now influences 52 per cent of consumers’ online and off-line purchases, up from 36 per cent in 2014, according to a report.

The DigitasLBi Connected Comission study of 1,000 adults across 17 countries including Australia, China, the UK and the USA, found that while Facebook’s credibility as a shopping aid boomed, other social media sites did too.

Forty six per cent were influenced by Pinterest, 43 per cent on Instagram and 36 per cent on Twitter. More than a quarter (28 per cent) of respondents purchased an item via a social media platform.

Jim Herbert, managing partner of DigitasLBi Commerce, said: “Peer pressure has always been a powerful influencing factor when it comes to making purchases.

“Social networks aimed at our personal lives rather than our professional lives are translating this online. Retailers need to ensure that social media is integrated throughout the entire customer journey and that they manage their social channels to make a real impact on purchase behaviour.”

On the tech front, 17 per cent of shoppers revealed they own a wearable device.

Furthermore, shoppers moved beyond e-commerce to finalise purchases on mobile (28 per cent) and tablet (20 per cent).

Finally, over half of shoppers have taken advantage of click and collect services, a figure which rose to 73 per cent.

Herbert concluded: “Personalising the retail experience and tailoring it to the needs of individual shoppers is a sure-fire way to attract more customers and boost profits both online and in-store.”

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John McCarthy

John is an entertainment marketing reporter at The Drum. He writes about the amazing marketing stories coming from the movie, TV, music and video game industries. He's also the hunt for the weirder trends in marketing and advertising.

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