0
Social Shopping Study:
Participant Behaviors & Preferences
on Social, Shopping and Deal Sites
Summary of Findings
October ...
2
Study Methodology & Respondent Profiles
 Conducted among 1,000 participants from the SSI panel of more than 6 million r...
3
Gender Inequity:
Social Network, Shopping &
Deal Site Behavioral Differences
4
24%
37%
34%
54%
97%
96%
Women
Men
Women
Men
Women
Men
Q3
With which of the following social network sites do you have
an...
5
Men Visit Social Network Pages More Frequently During Purchase Process;
Women “Like” Brand/Products More Frequently on F...
6
45%
48%
49%
53%
54%
57%
50%
56%
56%
58%
57%
68%
50%
59%
62%
61%
63%
67%
Store information
Find product availability
Comp...
7
50%
61%
65%
68%
56%
56%
73%
75%
56%
57%
82%
87%
While I'm in the store or
on the website
After I make the purchase
to sh...
8
Site Popularity:
Social Network, Shopping &
Deal Sites Throughout the
Purchase Process
9
4%
5%
5%
5%
6%
6%
8%
9%
10%
15%
27%
47%
ideeli
One Kings Lane
Gilt Groupe
Haute Look
Bloomspot
Buy with me
Shoe Buy
Beyo...
10
7%
7%
13%
23%
27%
52%
53%
69%
Flash sales websites
Borrowing websites
Bing shopping
Yahoo! Shopping
Google shopping
Ret...
11
46%
59%
64%
66%
48%
51%
68%
70%
55%
57%
83%
87%
While I'm in the store or on the website
After I make the purchase to s...
12
10%
11%
10%
12%
15%
11%
18%
8%
11%
12%
11%
14%
10%
19%
9%
8%
9%
10%
11%
10%
17%
Store information
Find product availabi...
13
44%
50%
58%
41%
46%
49%
53%
58%
46%
46%
57%
72%
Negative reviews/recommendations on [shopping, deal,
social] sites elim...
14
Emerging Participant Behavior:
In-Store Online Activities &
Social Shopping Across Verticals
15
20-50 % Occasionally or Frequently Conduct In-Store Social Activities;
18-52 % Occasionally or Frequently Conduct In-St...
16
25%
75%
Yes
No
60 % of Social Shoppers Wait Less than 10 Minutes for Advice Before Proceeding
Q23, Q24
While at a physi...
17
27%
35%
36%
37%
39%
40%
43%
44%
28%
34%
28%
32%
36%
34%
37%
38%
25%
39%
38%
47%
45%
50%
48%
52%
Alcoholic beverages
Non...
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Transcript of "Performicssocialshoppingsummaryoctober2011 111026165033-phpapp02"

  1. 1. Social Shopping Study: Participant Behaviors & Preferences on Social, Shopping and Deal Sites Summary of Findings October 2011
  2. 2. 2 Study Methodology & Respondent Profiles  Conducted among 1,000 participants from the SSI panel of more than 6 million respondents. Respondents must have an active social network account & use social networks at least occasionally in the purchase process.  The online survey was in field from 9/27/11 to 10/4/11.  At 95% confidence interval, a sample size of 1,000 has a sampling error of 3.1%.  Statistical testing was performed to uncover meaningful differences between cells and subgroups. Tests used are paired comparison T-tests and Z-tests at the 95% confidence level.
  3. 3. 3 Gender Inequity: Social Network, Shopping & Deal Site Behavioral Differences
  4. 4. 4 24% 37% 34% 54% 97% 96% Women Men Women Men Women Men Q3 With which of the following social network sites do you have an active account, meaning you visit at least once a month? (Check all that apply) N=1,000 (Total respondents) 16% 20% 20% 31% 24% 36% Women Men Women Men Women Men Men more Active than Women on Social Networks
  5. 5. 5 Men Visit Social Network Pages More Frequently During Purchase Process; Women “Like” Brand/Products More Frequently on Facebook After Purchase Q7N=1,000 (Total respondents)
  6. 6. 6 45% 48% 49% 53% 54% 57% 50% 56% 56% 58% 57% 68% 50% 59% 62% 61% 63% 67% Store information Find product availability Compare products Read product reviews Research product information Find specials, coupons, or deals How often do you use [social networks, shopping sites, deal sites] to do each of the following? (Summary – Once a week or more) Men Trump Women In Frequency of 5 of 6 Social Shopping Activities Q4, Q12, Q18 Shopping Sites (N=429) Deal Sites (N=256) Social Networks (N=476) Male Female Shopping Sites (N=460) Deal Sites (N=319) Social Networks (N=524) 41% 40% 45% 45% 43% 64% 32% 41% 41% 42% 40% 64% 47% 51% 50% 52% 52% 66% Store information Find product availability Compare products Read product reviews Research product information Find specials, coupons, or deals
  7. 7. 7 50% 61% 65% 68% 56% 56% 73% 75% 56% 57% 82% 87% While I'm in the store or on the website After I make the purchase to share my experience Right before I commit to purchasing In the beginning when searching for a product How often do you use [social networks, shopping sites, deal sites] at each of the following times? (Summary – Occasionally/Frequently) Shopping Sites Command More Gender Equity; Men More Likely to Use Deal Sites, Social Networks Q5, Q13, Q19 Shopping Sites (N=429) Deal Sites (N=256) Social Networks (N=476) Male 43% 58% 64% 64% 42% 46% 64% 66% 55% 54% 83% 88% While I'm in the store or on the website After I make the purchase to share my experience Right before I commit to purchasing In the beginning when searching for a product Female Shopping Sites (N=460) Deal Sites (N=319) Social Networks (N=524)
  8. 8. 8 Site Popularity: Social Network, Shopping & Deal Sites Throughout the Purchase Process
  9. 9. 9 4% 5% 5% 5% 6% 6% 8% 9% 10% 15% 27% 47% ideeli One Kings Lane Gilt Groupe Haute Look Bloomspot Buy with me Shoe Buy Beyond the Rack FourSquare Eversave Living Social Groupon Wide Range of Deal Sites Popular; Groupon and Living Social Top List Q17 With which of the following deal sites do you have an account? (Check all that apply) N=1,000 (Total respondents)
  10. 10. 10 7% 7% 13% 23% 27% 52% 53% 69% Flash sales websites Borrowing websites Bing shopping Yahoo! Shopping Google shopping Retailer website eBay Amazon Amazon, eBay and Retailers’ Brand Sites Most Popular Shopping Sites Q11 With which of the following shopping sites do you visit at least once a month? (Check all that apply) N=1,000 (Total respondents)
  11. 11. 11 46% 59% 64% 66% 48% 51% 68% 70% 55% 57% 83% 87% While I'm in the store or on the website After I make the purchase to share my experience Right before I commit to purchasing In the beginning when searching for a product Shopping Sites Deal Sites Social Networks How often do you use [social networks, shopping sites, deal sites] at each of the following times? (Summary – Occasionally/Frequently) Shopping Sites Most Popular while Searching & Before Committing; Social Networks More Popular After Purchase to Share Experience Q5, Q13, Q19
  12. 12. 12 10% 11% 10% 12% 15% 11% 18% 8% 11% 12% 11% 14% 10% 19% 9% 8% 9% 10% 11% 10% 17% Store information Find product availability Compare products Read product reviews Learn about new products Research product information Find specials, coupons, or deals Shopping Sites Deal Sites Social Networks How often do you use [social networks, shopping sites, deal sites] to do each of the following? (Summary – Daily) Nearly 20% of Active Social Networkers Use Social Networks, Shopping and Deal Sites to find Specials, Coupons and Deals Q4, Q12, Q18
  13. 13. 13 44% 50% 58% 41% 46% 49% 53% 58% 46% 46% 57% 72% Negative reviews/recommendations on [shopping, deal, social] sites eliminates possibility of purchase Positive reviews/recommendations regarding products/services cause me to buy things I trust user reviews/recommendations on [shopping, deal, social] sites more than others [Shopping, Deal, Social] sites are an important part of the purchase process for me How much do you agree or disagree with the following statements? (Summary – Somewhat/strongly agree) Social Shopping Influences Participation and Purchasing Behaviors Q10, Q16, Q22 Shopping Sites (N=889) Deal Sites (N=575) Social Networks (N=1,000)
  14. 14. 14 Emerging Participant Behavior: In-Store Online Activities & Social Shopping Across Verticals
  15. 15. 15 20-50 % Occasionally or Frequently Conduct In-Store Social Activities; 18-52 % Occasionally or Frequently Conduct In-Store Search Activities N=1,000 (Total respondents) Q25 (Summary – Occasionally/Frequently)
  16. 16. 16 25% 75% Yes No 60 % of Social Shoppers Wait Less than 10 Minutes for Advice Before Proceeding Q23, Q24 While at a physical location, have you ever paused prior to finalizing a purchase in order to seek advice on a social network? 18% 22% 41% 19% More than 20 minutes 10 - 20 minutes 5 - 10 minutes Less than 5 minutes When seeking advice on social networks prior to finalizing a purchase, how long do/would you wait for feedback before proceeding with purchase? N=252 (Seek advice on social networks to finalize purchase)N=1,000 (Total respondents)
  17. 17. 17 27% 35% 36% 37% 39% 40% 43% 44% 28% 34% 28% 32% 36% 34% 37% 38% 25% 39% 38% 47% 45% 50% 48% 52% Alcoholic beverages Non-alcoholic beverages Educational Institutions Financial services Over-the-counter or prescription drugs Automobiles Magazines/newspapers Telecommunications How often do you use [social networks, shopping sites, deal sites] in the purchase process for the following types of products/services? (Summary – Occasionally, Frequently or Every time I purchase) Vertical Insights: Social Shopping Popularity Across 17 Key Categories Q6, Q14, Q20 Shopping Sites (N=889) Deal Sites (N=575) Social Networks (N=1,000) 49% 51% 53% 56% 56% 59% 66% 66% 66% 47% 49% 49% 53% 56% 57% 58% 63% 64% 59% 63% 61% 76% 66% 60% 77% 82% 71% Personal care products Appliances Travel Apparel Household products Food Entertainment Electronics Restaurants
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