How do shoppers use social media?
How are shoppers using social media in their purchasing process? Does behavior differ among various age groups? In this edition of Sound Off we take a look at these questions through a detailed case study conducted with over 800 members of a shopper community.
Of those sampled, 42% indicated they use social media channels in their shopping. The majority use social media to read or post product reviews (84%), follow brands or retailers on social media sites (73%), and use or share coupons from social media sites (72%). While all age groups participate in these activities, Millennials and Gen X’ers are more active than Boomers in following brands and using or sharing coupons.
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