The UK is set to enter an age of ‘social shopping,’ a new study has found.
ATG’s research on Consumer Shopping Experiences, Preferences and Behaviours, was carried out in the US but could give a useful insight into trends set to hit the UK in 2011.
In the US, 29% of respondents aged 18-34 said they had found a product or service through a social network and 37% said it was important or very important that merchants provide them an opportunity to interact through social networks.
Consumers aged 55 or older are less likely to use social media but they do rely on on-site shopping tools such as live help and recommendations.
And in another study of UK shoppers, ATG found that 65% rated their online experiences as good or very good, with 25% rating the way they can find what they want straightaway while 21% liked the ability to compare like-for-like products at the click of a product.
Frank Lord, vice president, EMEA, at ATG, says that as online shopping becomes easier, consumers want to shop using the channel that suits them best. “Success for retailers and brands alike now hinges on the implementation of social functionalities that allow consumers to not only share opinions on products but to also connect and share,” he says.
“Now we are in the midst of one of the busiest shopping periods of the year it will be interesting to monitor what social strategies brands adopt online to help drive sales. The emergence of the social shopping trend will certainly be one to watch in 2011.”
