development, for Performics. “But
given recent reports of ‘digital
dads’ and increases in shared
shopping activities across genders,
this new data is intriguing. We’ve
layered social network behavior
with shopping patterns and the
results are helpful for marketers
trying to predict how social shopping figures into upcoming holiday
campaigns. Many may not have
considered specifically targeting
men in social ads.”
Aside from key gender differences,
the study, conducted by ROI Research Inc., also revealed that active
social networkers most often turn
to shopping sites like Amazon, eBay
or brand Web sites to begin the
purchase process when searching
for a product (87 percent) and
right before they commit to a purchase (83 percent). They are more
likely to turn to social networks such
as Facebook immediately after the
purchase to share their experience
(59 percent).
“Many people have integrated social
media in all phases of the shopping
process, particularly because Face-
book is how they connect with
friends on mobile devices and at
home. We all do it – asking friends,
family or colleagues to weigh in
on a purchase, or posting a great
find,” added Todd. “But it’s not all
about social activity; shopping and
deal sites are certainly holding their
own and offer an excellent oppor-
tunity for marketers to participate
with customers.”
Online activity while shopping in-
store is also gaining popularity:
many respondents said they oc-
casionally or frequently conduct
in-store social ( 20 percent-50
percent) or search ( 18 percent-62
percent) activities.
In fact:
• Sixty-two percent said they
conduct competitive price
searches while in a retail location;
• Forty-five percent “check-in” at
a store;
• Forty-one percent use a search
engine on their mobile phone
to look for information;
• Thirty percent use a barcode
scanner on their mobile phone
to shop for prices;
• Twenty-five percent pause while
at a physical location prior to
finalizing a purchase in order to
seek advice on a social network;
• Forty-one percent said they wait
between five and 10 minutes
for advice on social sites before
proceeding with their purchase.
Social media’s popularity continues
to grow, connecting people with
just about everything they watch
and buy. Whether it’s a brand icon
inviting consumers to connect with
a company on LinkedIn, a news
ticker promoting an anchor’s Twit-
10
ter handle or an advertisement
asking a consumer to “Like” a
product on Facebook, people are
constantly being driven to social
media. The latest Nielsen insights
provide some answers on exactly
how powerful this influence is on
consumer behavior, both online
and off.
In the United States, social networks
and blogs reach nearly 80 percent
of active U.S. Internet users, and
represent the majority of Americans’
time online. The value of the time
consumers spend online and on social networks and blogs continues
to grow, most visible through the
influence on purchase decisions.
For instance, 60 percent of people
who use three or more digital means
of research for product purchases
learned about a specific brand or
retailer from a social networking
site. Forty-eight percent of these
consumers responded to a retailer’s
offer posted on Facebook or Twitter.
Here are some snapshots of the
current social media landscape and
audiences in the United States and
other major markets from Nielsen’s
“State of the Media: The Social
Media Report – Q3 2011.”
Social networks and blogs continue
to dominate Americans’ time online,
now accounting for nearly a quarter
of total time spent on the Internet.
Social media has grown rapidly –
today nearly four in five active
Internet users visit social networks
