Security & “Younger” Male Social Media Users Play Key Role.
"Younger" Male Social Media Users with Higher Household Incomes ($35+) More "Comfortable" Giving Credit Card Information via Social Networks. (85% U.S. adults social media users)
Social Commerce is estimated to reach $30 billion USD globally in the next five years. (Booz & Co)
85% U.S. adults
- #1 Address Security Concerns
Comfort level of giving credit card info on social media.
Not comfortable - 55%.
At least somewhat comfortable - 45%.
Likelihood of indicating they are at least somewhat comfortable.
Less likely, more likely.
Age.18-54 (51% - not comfortable, 49% - at least somewhat comfortable) vs. 54+ (65% - not comfortable, 35% - at least somewhat comfortable).
Gender. Male (51% - not comfortable, 49% - at least somewhat comfortable) vs. female (60% - not comfortable, 40% - at least somewhat comfortable).
Household income.$35K+ (50% - not comfortable, 50% - at least somewhat comfortable) vs. $35K - (38% - not comfortable, 62% - at least somewhat comfortable).
- #2 Engage via mobile devices.
Amount of time spent on social media by device.
Close to a full hour per day on average - 50.7 min.
Just under a full hour per day on average - 56.3 min.
38% of those who use mobile phones to access social media sites cite general browsing as their primary social media activity.
Especially "boomer" sales. 45-54 yr. (53%) are significantly more likely than any other male age subgroup to cite this (18-44 (35%), 55+ (42%)).
- #3 Encourage open recommendation.
I would be more likely to purchase a product or service that a friend openly endorses (i.e., write about and/or make recommendation of) on a social media site, than one I "like" or "follow". (75% say it)
- #4 Invest in social media presence.
20% would purchase products or services from my favorite brands within a social media site. (stay where they play & share)
34% - I'm more likely to share information about a purchase I made on a social media site with my friends than one made on a traditional e-commerce site.
74% - I wouldn't use virtual currency, such as Bitcoin or Facebook Credits to pay for a purchase made on a social media site. (offer currency alternatives)
Digitas defines Social Commerce as the practice of driving sales or revenue-generating transactions by leveraging the social media dynamic.
Methodology: The survey was conducted online with the United States by Harris Interactive on behalf of Digitas from January 12-16 2012 among 2.630 U.S. adults aged 18 years and older of which 2.247 were identified as a social media user. This online survey is not based on a probability sample and therefore no estimate of theoretical sampling error can be calculated. For complete survey methodology, including weighting variables, please contact Jian.Morbido@digitas.com.