Consumers are Increasingly Looking to Social Networks for Advice

November 18, 2008 by Pablo Palatnik

As users engage more and more in social networks, these networks are influencing the way users shop online. When was the last time you saw an e-commerce site that doesnt have user reviews or at least an option for users to leave reviews? I’d personally more than 30-40% of your purchases were influenced by word of mouth or some sort of influence about a brand or product.

MarketingCharts reports, “Nearly one-third (30%) of online consumers say special sales and exclusive products would make them consider shopping on social networks, and 27% say viewing comments about items for sale would similarly encourage them, according to a survey from Volusion, conducted by Harris Interactive.

The survey found that consumers are increasingly looking to social networks for advice and recommendations about online purchases and are more likely to shop on websites that have secure checkout and are appealing and easy to use:

- 48% of online consumers say easy-to-use features are a very important feature for initially attracting them to an online shopping website.

- 92% of say brand is at least somewhat important to initially attracting them to an online shopping website.

- 88% said that appealing web design is a factor in initially attracting them to a website.

- 32% would shop online more if sites were easier to use.

- 24% would shop online more if checkout procedures were easier.

- 50% of said special online-online offers would encourage them to shop online more frequently.

Though this report isnt too much about social network and the influence on shoppers, It is very important part of your campaign includes social networking strategies to get users engaged and talking. A good tactic would be finding a forum and starting threads on a product you sell on your site and once the conversation gets going, drop a link!

Product reviews on websites are becoming more and more important because not only are shoppers reading about the product, but some reviews include testimonials based on the trust and credibility of your company such as users talking about fast shipping, etc.