August 14, 2014
Local deals and offers on Facebook have a strong pull with youth according to a new survey fielded among 18-29-year-olds who own at least a desktop/laptop computer and a smartphone or tablet, and who have an interest in making purchases from local/small businesses.
Presented with 7 Facebook marketing tactics and asked which would be most likely to influence them to make an in-store purchase from a local or small business, 40% of respondents cited Facebook offers that can be redeemed at a local store, trailed distantly by:
- Promoted posts (12%);
- Photos/videos that encourage choice of favorite products, styles and colors (11%); and
- Loyalty app promotions (10%), among others.
84% said local deals and offers on Facebook have some impact on their decisions to make a in-store purchase.
Aside from offers, customer reviews and ratings are an important element when it comes to respondents’ decision to engage with local businesses on Facebook. Asked which of 5 factors they care most about when engaging with a local or small business on Facebook, 41% of respondents cited customer reviews/ratings, far outweighing others such as “featured products/services relevant to your needs” (19%) and “number of page ‘Likes’” (15%). Moreover, 8 in 10 said they would be more likely to purchase products or services in-store from a local/small business if there were positive customer reviews/ratings on the brand’s website, mobile site or Facebook page.
A recent study from BrightLocal similarly demonstrated the power of customer reviews for local businesses, finding that 88% of respondents claimed to regularly (39%) or occasionally (49%) read online reviews to determine the quality of a local business.
Also, 62% of respondents indicated that Facebook is the most useful social channel to research products and services before visiting a local/small business, far ahead of Pinterest (12%), Twitter (11%), Instagram (9%) and others (6%).
About the Data: The study was fielded from June 30, 2014 through July 2, 2014 among 1,000 US adults aged 18-29 who are interested in buying products and services from local/small businesses and who own at least one desktop/laptop computer and a smartphone or tablet.