The SUMO Heavy 2016 Social Commerce Survey
We’re pleased to announce the release of our latest consumer report, the 2016 Social Commerce Survey. In the survey, we present data showing the influence of social media on the consumer shopping experience. The results of the survey also sheds light on social media habits, including how users interact with various platforms and what opportunities the medium presents as an effective and profitable eCommerce channel for brands and retailers. The survey specifically seeks to analyze the implications of increased social media on digital commerce.
Click here to download the full report.
This in-depth survey, the first of its kind, examines consumer behaviors in the social sphere that were until now, previously unmeasured. Some revelations from the survey:
- 72% use social media on a daily basis, with 47% using it multiple times per day.
- 24% use social media to search for specific information on products and services.
- 47% admit to having purchased something because they saw it on social media.
- 56% state that social media posts from friends and family are most likely to influence their purchasing decisions.
- 62% say they’ve shared information about products and offers on social media.
Data from the 2016 Social Commerce Survey also indicates that, in order to tap into a consumer’s extended network, social sharing yields significant opportunities to capture more sales. As such, retailers will need to become more inventive with their social strategies by offering an experience that delivers on consumer feedback, including concerns over security, privacy and delivering valid purchases through social media. This will result in a more profitable commerce platform that merchants can embrace.
The report also notes that, though still in their infancy, commerce-enabled chatbots are growing in adoption, with a majority of those who have used the medium saying they would use it. The report also noted that compared to men, women tend to be early adopters and are more likely to purchase on social media.
“Not long ago, social media was simply a means for raising brand awareness. What these survey results show is that social media has a much bigger influence. It’s shaking up the entire retail industry,” said Bart Mroz, co-founder and CEO of SUMO Heavy. “The future of retail will be powered by brand advocates, peer-to-peer influencers and savvy consumers who use social media as part of their transactions. In today’s self-service digital environment, brands and retailers will need to take note of how their customers keep up with their interests and build relationships from there.”