In a September 26th article on eMarketer.com,
results from a poll conducted by Harris Poll for DigitasLBi provided insight
into why such a small number of US adult internet users make purchases via
social media platforms. In fact, the poll revealed that only 5% of US adult
internet users had made a purchase on a social network such as Facebook,
Twitter or Pinterest.
Regardless of age range, there are two primary reasons why
adults do not make more purchases through social networks:
1.
They are concerned with the security of their
credit information
2.
They don’t want what they purchased to be shared
through social networks
Aside from the two primary concerns listed above, adults
would be more likely to make a purchase via a social network if the purchase
price was under $25.00, if there was a “click-to-buy” function that allowed the
user to make a purchase without leaving the site, and if the user’s payment
information could be saved so that the user didn’t have to enter the
information each time.
The poll dove further into adult internet users’ incentives
for making a purchase via a social network, revealing that price is a main
factor. On average, 54% of respondents said that price was a major factor in
making a decision to purchase via a social media platform. An average of 35%
(with decreased likelihood across older age ranges) even said that they would
use a hashtag when making a purchase via a social media platform if it provided
a discount on their purchase.
Much can be learned from this poll in regards to how brands
can address the barriers to purchase. According to the poll, an average of 26%
of adults would consider making a purchase via social media sites. With only 5%
of adults currently making purchases, this presents an opportunity for those
brands that can proactively address users’ concerns.
How to Make Social
Commerce More Appealing
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