A new survey of 3,509 consumers from Javelin Strategy & Research says that almost 1 in 5 social network users will make a purchase directly through a social platform this year. Consumers with access to social networking sites were asked how likely they would make a purchase from social sites in the next 12 months. Overall, 18% of respondents said they would be very likely (9%) or likely (9%) to. Only 15% were neutral on the subject, with 12% unlikely and 55% very unlikely.
Interestingly, men were more interested in shopping on these platforms, even though women are the more active gender on social media.
While this survey indicates an aversion to shopping on social networks, there’s reason to believe this may change over time, as youth are far more open to doing so.
Also based on the survey results, 62 million Americans made a purchase on a social network during the past 12 months, with those purchases more likely to be physical items such as apparel than of virtual items.
See Marketing Charts article at: http://www.marketingcharts.com/wp/online/1-in-5-social-network-users-likely-to-make-a-purchase-directly-on-a-social-network-this-year-39411/?utm_campaign=newsletter&utm_source=mc&utm_medium=textlink