New research has provided an insight into how customers are using social media, and how firms can better target their audience.
The survey, carried out by online consumer research firm
Shoppercentric, found that six per cent of shoppers now make purchases through
social media campaigns, while 9 per cent are actively following brands.
More women than men use Facebook, according to the research
- 60 per cent compared to 52 per cent. And when it comes to smartphones, 38 per
cent of men own one, but just 29 per cent of women. Shoppercentric claims that
14 per cent of men are now using shopping apps on their smartphones, compared
to 8 per cent of women.
App shopping has become an important revenue generator for
online firms such as eBay, with customers ordering clothes along with cheap
delivery and cheap shipping services through their mobile handsets.
According to Danielle Pinnington, managing director of
Shoppercentric, brands need to work hard to establish and maintain contact with
customers using social media.
She said: "Brands need to think hard about what they
want to share, not just what they want to get out of the conversation. And they
need to work on the basis that they have to seek out these conversations rather
than assuming consumers and shoppers will come to them."
Written by Les Yates
Article Added: 28/02/2011 15:23:45
