Social Shop Research Overview

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42 percent of Americans are using social media to shop – this equates to nearly 95 million social shoppers in the U.S. – and that number continues to rise. In fact, when asked how often social media is used to shop today versus a year ago, almost 73 percent of people confirmed they are using it more.

SocialShop – a national quantitative and qualitative research study – looks at social media usage from the eyes of a shopper to understand the influence each respective platform has on a person’s buying behavior.

From Facebook and Twitter to YouTube and Groupon, people of all ages are using social networking sites and other user-generated content platforms as shopping tools. In fact, SocialShop found 42 percent of social shoppers are using Facebook more than they were a year ago, while 55 percent of shoppers are utilizing daily deals more and 46 percent of shoppers have increased engagement on review sites and forums.


With rapid expansion of social channels and the frequent launch of new platforms, brands and marketers are trying to figure out how to successfully use social media to connect with shoppers. According to the research, success is not measured by visibility on all social media channels, but by leveraging the strengths of platforms that cater to your shoppers’ needs.

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Social Shop Research Overview

  1. How people use social media to shop
  2. 96use social media % © 2011 Leo Burnett l Arc Worldwide
  3. 42incorporate social mediainto the shopping journey % © 2011 Leo Burnett l Arc Worldwide
  4. And they use social media to enhance In-store On mobile phone shopping beyond the desktop. 54 % 23 % With Geolocation On Twitter/Real Time 20 % 51 %% for Heavy / Index Heavy vs. All Social Shoppers
  5. Social media hasthe power to growyour customerbase exponentially © 2011 Leo Burnett l Arc Worldwide
  6. So we asked… Why do people use social media to shop?© Leo Burnett and Arc Worldwide 2011 © 2011 Leo Burnett l Arc Worldwide
  7. Two waves of researchJanuary 2011 4th Quarter 2011Quantitative Quantitative1500 online shoppers 1500 online shoppers700 social shoppers 700 social shoppersQualitative Qualitative+100 heavy social shoppers +100 Facebook shoppers © 2011 Leo Burnett l Arc Worldwide
  8. We learned…Reasons people use socialmedia to shop – needsTypes of social media peopleuse for shopping – platformsVariations in behavior acrosscategories – category © 2011 Leo Burnett l Arc Worldwide
  9. Today we d like to share a framework that will help you use social media to influence shoppers© Leo Burnett and Arc Worldwide 2011 © 2011 Leo Burnett l Arc Worldwide
  10. Our study uncovered8 social shopper needs
  11. 8 social shopper needs © 2011 Leo Burnett l Arc Worldwide
  12. Not all shoppers have similar social shopping needs© Leo Burnett and Arc Worldwide 2011 © 2011 Leo Burnett l Arc Worldwide
  13. Our segmentation revealed 6 shopper archetypesLight Social Shoppers Heavy Social Shoppersdollar defaulter efficient sprinter quality devotee strategic saver opportunistic adventurer savvy passionistaTo find the cheaper To buy most popular For reviews and ratings To comparison shop To score fun, For broadcasting alternatives. or convenient. to help validate choice. and find savings on unexpected latest trends, brands brands she wants. content or deals. and retailers. © 2011 Leo Burnett l Arc Worldwide
  14. And each shopper usessocial media in differentways to accomplishdifferent things. © 2011 Leo Burnett l Arc Worldwide
  15. Shoppers with more utilitarian needsdollar defaulter efficient sprinterTo find the cheaper alternatives. To buy most popular or convenient. © 2011 Leo Burnett l Arc Worldwide
  16. Shoppers with more informational needsquality devotee strategic saverFor reviews and ratings to help validate choice. To comparison shop and find savings on brands she wants. © 2011 Leo Burnett l Arc Worldwide
  17. Shoppers with more indulgent needssavvy passionistaFor broadcasting latest trends, brands and retailers. © 2011 Leo Burnett l Arc Worldwide
  18. Shoppers with more impulse needsopportunistic adventurerTo score fun, unexpected content or deals. © 2011 Leo Burnett l Arc Worldwide
  19. Address these shoppersneeds using social mediaplatforms
  20. Each platform serves certain shopper needs better than others© Leo Burnett and Arc Worldwide 2011 © 2011 Leo Burnett l Arc Worldwide
  21. Eachplatformservesshopperneedsdifferently © 2011 Leo Burnett l Arc Worldwide
  22. Know which platformbest servesshoppers needs © 2011 Leo Burnett l Arc Worldwide
  23. Know which socialshopper needs andplatforms to invest in
  24. Deciding platforms depends on the shopper needs in your category© Leo Burnett and Arc Worldwide 2011 © 2011 Leo Burnett l Arc Worldwide
  25. Shoppers tell us their needs change based on the categoryburden passion they are shoppingroutine fun © 2011 Leo Burnett l Arc Worldwide
  26. burden Regular Cars SUV s passion We ve mapped " PDAs Video Game System HDTV Vacation Destinations over 60 categoriesInvestment Brokerage Firms MP3 Players Luxury Cars Fine Jewelry Stores and channels Cellular Service Providers ToysCar Insurance Bathroom PC s Sinks & Tubs Designer Pet Supplies Electronic Stores Shampoo Clothes Washing Machines Credit Cards Tires Banks Designer Jeans Cell Phone Hardware Store Specialty Casual Clothing Airlines Makeup Shoes Fragrance OTC Mass Merchandise Casual Sit Down Warehouse Clubs Restaurants Greeting Cards Frozen Entrees Beer Office Supply Stores Fem Care Deodorant Cereal Coffee Shops Toothpaste QSR s Yogurt Laundry Sports Drinks Detergent Ice Cream Batteries Gas Bottled Water Cookies Light bulbs Salt Carbonated Plastic Trash Bags Bar Soap Soft Drink routine fun © 2011 Leo Burnett l Arc Worldwide
  27. burden passion We ve also mapped social shoppers & needs for categoriesroutine fun © 2011 Leo Burnett l Arc Worldwide
  28. burden passion Giving us some direction on what platforms to leverage for each category needroutine fun © 2011 Leo Burnett l Arc Worldwide
  29. Three steps to developing a social shopping strategy1 Diagnose your category mindset 2 Identify your shopper needs 3 Select relevant platforms passion passion © 2011 Leo Burnett l Arc Worldwide
  30. passion Passion categories " like apparel should " help shoppers: stay up with trends share ideas get inspiration © 2011 Leo Burnett l Arc Worldwide
  31. burden Burden categories " like electronics should help shoppers do: comparative research digest complex information solicit input from friends and experts © 2011 Leo Burnett l Arc Worldwide
  32. Routine categories " like groceries should help shoppers: source local deals do easy, on-the-spot product comparisonsroutine © 2011 Leo Burnett l Arc Worldwide
  33. Fun categories like sodas and books should give shoppers: tailored recommendations timely deals hot news and fun ideas reviews that are hard to pass upfun © 2011 Leo Burnett l Arc Worldwide
  34. Before you developyour next socialshopper programask yourself . . . © 2011 Leo Burnett l Arc Worldwide
  35. Thank YouTo learn more about this study,Please contact:Lynsey RoumellLynsey.roumell@leoburnett.com

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