Crowdtap, the people-powered marketing platform, have released a new study that explores social media’s influence on a consumer’s path to purchase ahead of the holiday season. The report highlights consumer behavior throughout the purchase cycle, both for online and in-store shoppers.
The report indicates fewer people are purchasing items as a direct result of TV advertising. Early in the purchase cycle, peer recommendations heavily influence shopping behaviors. While shopping and at point of purchase, consumers prefer to connect directly with brands via social media.
Pre-Purchase: Shopping is more social than ever – encourage peer-to-peer sharing.
- 75 percent of consumers visit Facebook during their pre-shopping planning for recommendations and advice from friends and family.
- One-third of consumers take a few days to plan their purchases, while another third plan only a few hours before.
Point of Purchase: Create a valuable, social experience.
- While shopping in-store, more than 80 percent of consumers use their phones to compare prices on other sites and social networks and see if stores have online coupons or loyalty programs.
- More than half of consumers shop both online and in-store from one retailer, so brands should have a consistent experience across channels.
Post-purchase: Connect with consumers and leverage feedback shared on social channels.
- 47 percent of consumers will write a review after purchase. Of those shoppers, 68 percent will purchase from the same brand again within three months.
- More than a third of consumers are looking for a loyal relationship with a brand where they can be heard. Of these consumers, 71 percent prefer sharing feedback via social media than email surveys.
“As the holiday season approaches, it’s important for brands and retailers to understand consumer needs and behaviors throughout the buying process,” says Claudia Page, VP of product and partnerships at Crowdtap. “Our research indicates that shoppers naturally turn to social media as they plan and make purchases. By creating ways for shoppers to share their real experiences on social, brands and retailers promote consumer engagement and build brand loyalty.”
Crowdtap’s full “Social’s Influence on the Path to Purchase” report can be found here.
Crowdtap’s study polled over 500 U.S. adults* who were asked to share their purchasing behaviors and shopping preferences online and in-store. The study was fielded within Crowdtap’s member community and utilized the platform’s agile research tools.
*Crowdtap fielded this research in August 2016. Respondents reflected a 50-50 male-female split, with an average age of 36.