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Social Media & Mobile Commerce: Shoppers’ buying behaviour

February 28, 2022 | Debbie Turner
Social Media & Mobile Commerce: Shoppers’ buying behaviour

We’ve all noticed that social media is having more and more impact on everyday life and that includes the business and marketing sphere as well. Many companies have grasped the opportunity to use social media in order to communicate with their customers but is social media and mobile commerce quite the hit we thought it was?

Not long ago we published an article about how social media marketing may not be quite the silver bullet that many people have imagined and now we have news of a study that looks into social media and mobile commerce and how it impacts shoppers’ buying behaviour. The report comes from Shoppercentric which is an independent agency that looks into shopping behaviour, and the findings offer a fresh perspective into how changing technology and the way in which we communicate, affects commerce.

The research was both quantitative and qualitative with 1,000 people between the ages of 18 and 64 being used for the quantitative research and two focus groups of people between the ages of 18 and 35 being used for the qualitative research. The key message is that while opportunities are there for retailers and brands, utilizing social media and mobile commerce in the correct way to make the most of those opportunities, is harder than it seems.

Some of the findings were that only 9% of shoppers follow brands on social media with only 6% actually making a purchase. As well as that 37% said they didn’t see any point of brands using social media while 18% saw no point in retailers using it. Noticing the differences between the way men and women shop could also help out retailers and brands that want to harness the potential of social media. For example 14% of men use shopping apps compared to only 8% of women. Also 38% of men use a smartphone compared to 29% of women although women are more active on Facebook, with 60% using it as opposed to 52% of men.

Other statistics show that only 1 in 4 of those surveyed use brand websites, compared to 3 in 4 who use retailer’s websites. A significant piece of information is that 63% of those surveyed use brand or retailer websites to make purchases while only 6% use social media for the same. The underlying conclusion is that brands must work harder to find a way for consumers to want to connect with them and need to find a way to make shoppers want to engage with them, but that the opportunities are there. What do you think it is that makes some brands or retailers successful with social media marketing where some fail? Let us know with your comments.

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  • Shannon

    The best experiences with brands using social media have all been around personalized attention, or relevant offers. Once, after tweeting that I was heading to a local bar (@AmCraftBar in Brookline, MA) for a few pre-birthday drinks, the bartender actually brought a tiny strawberry with a candle in it over with my first drink. This bar does a consistently great job of engaging with customers on twitter, and the personalized interactions definitely will keep me coming back again and again.

  • Chris Small

    Shopping via facebook while new, in our opinion is going to transform the way we shop online. Most people 'like' a business page to find out about products, promotions and discounts (according to Combined with the huge amount of time people spend on facebook every day it's a logical step to allow people to purchase these products / offers etc without leaving facebook. Here's a short video with a few facts, figures and case studies of businesses that are selling -