Study: Social commerce held back simply by security, privacy concerns

A new study from Sumo Heavy Industries offers both good and bad news for social networking. The survey was conducted in-may among more than 1, 000 ALL OF US adults.

The purpose of the particular survey was to  determine “ social media’ s impact on customer behavior and purchasing habits, along with understand how emerging social platforms plus technology can serve e-commerce brand names and retailers. ” It’ t a follow up to an earlier study conducted in 2016.

Bad news for ‘ social commerce. ’ The survey found 82 % of respondents have not used the social buy button, which is unrevised from the findings in 2016. Nevertheless , 18 percent have made direct buys through a social site.

What has prevented social purchasing from growing? According to the survey:

  • 71 percent associated with respondents were concerned about security
  • 65 said privacy has been an inhibitor
  • sixty four said that they weren’ t certain social commerce was “ genuine. ”

However there’ s no additional framework for the legitimacy finding.

Only 20 percent of participants were not aware that one could buy straight through social sites. So the problem is not a lack of awareness; respondents are usually communicating a lack of trust in social media as being a direct buying channel.

Social influence on buying is significant. There are many studies that indicate people seek advice from social media sites as part of their buy decision-making. As a basic matter, Sumo survey found that 81 % of respondents said they “ use social media regularly. ”

In the aggregate that number has been consistent with findings in 2016. Nevertheless there has been movement between the sites, along with Facebook, Pinterest and Twitter viewing declines and Instgram and Snapchat experiencing usage growth.

Just below half of the survey respondents (48 percent) said that they’ ve purchased products or services discovered on social media. The number of is up from 42 percent within 2016. Beyond discovery, 58 % said that social media influences their buy decisions in some way (often this is via reviews or content). That physique was up 3 points through 2016.

The following was your order of influence of the systems:

  1. Facebook
  2. Instagram
  3. Pinterest
  4. Twitter
  5. Snapchat

When it comes to growth, however , Snapchat’ s impact grew the largest since 2016. Which was followed by Instagram and Twitter. Fb was flat.

What matters to marketers. Most marketers already realize that social media play a meaningful part in discovery and consumer buy decisions. This data is more verification of that.

In terms of suppliers trying to drive purchases directly on social media marketing, the data argue that there’ s much more that has to be done to encourage consumer confidence. Indeed, it may not end up being worth trying to push social purchasing. Instead, at least in the short term, marketers ought to continue to build awareness and articles around products or services with the expectation that will buying will happen through another funnel or offline.


Regarding the Author

Greg Sterling is really a Contributing Editor at Search Engine Property. He writes a personal blog, Screenwerk , about connecting the dots in between digital media and real-world customer behavior. He is also VP associated with Strategy and Insights for the Nearby Search Association. Follow him upon Twitter or find him with Google+ .

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