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Young consumers rely on social recommendations
03/08/2010
Three-quarters of young consumers use recommendations on social networks to help them research products before buying.
Online retailers selling products and services to young people in the UK could boost their conversion rates by focusing on social media marketing.
According to a report by market intelligence firm Econsultancy, three-quarters of consumers aged 18 to 26 use recommendations on social networking sites to help them research products before making a purchase.
Separate figures published by the UK Online Measurement Company earlier this year revealed that social networking accounts for 23 per cent of the time that UK web users spend online, or one in every four and a half minutes.
However, internet retailers may wish to look at other platforms in addition to social media to improve conversion rates, since 38 per cent of consumers do not actually have a social networking profile, the Econsultancy research shows.
It does however reveal that emails prompt 36 per cent of people to make an online purchase, while 61 per cent use search engines to help them in their product research.
Posted by Alexander Horton-Smith
According to a report by market intelligence firm Econsultancy, three-quarters of consumers aged 18 to 26 use recommendations on social networking sites to help them research products before making a purchase.
Separate figures published by the UK Online Measurement Company earlier this year revealed that social networking accounts for 23 per cent of the time that UK web users spend online, or one in every four and a half minutes.
However, internet retailers may wish to look at other platforms in addition to social media to improve conversion rates, since 38 per cent of consumers do not actually have a social networking profile, the Econsultancy research shows.
It does however reveal that emails prompt 36 per cent of people to make an online purchase, while 61 per cent use search engines to help them in their product research.
Posted by Alexander Horton-Smith