Sound Off THE ROLE OF SOCIAL MEDIA IN THE SHOPPER ECOSYSTEM. Ipsos SMX. December 2014

Transcription

1 Sound Off THE ROLE OF SOCIAL MEDIA IN THE SHOPPER ECOSYSTEM December 2014 Ipsos SMX : Sound bits (of advice) and bites (of research) from Ipsos SMX Ipsos social media research division, dedicated to providing better ways to engage, interact and listen to consumers through collaborative, online communities and social intelligence, thus helping brands gain better insights to inspire and accelerate business growth.

2 We know that social media is becoming a bigger influence in the shopper ecosystem every day. But how are shoppers exactly using social media in their path to purchase, and how are these behaviors different among various age groups? In a recent study conducted with over 800 members of a shopper community, 42% indicated they use social media channels in their shopping. Of these, 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%). All age groups participate in these activities, though Millennials and Gen X ers are more likely to use social media sites to follow brand/retailers or use/share coupons on these channels, as compared to Boomers. Whereas all age groups similarly use social media to read/post blogs about products, retailers and/or brands, Millennials are more likely to use shopping apps on their smartphones for coupons, lists or deals than their Gen X or Boomer counterparts. Millennials are also the most likely to post photos or comments about products, retailers, brands, etc. on social media sites like Facebook or Twitter or pin products or product info on Pinterest. 2

3 I was shopping for a new shampoo. I saw a recommendation on a blog. Then I went to the store s website to see if they carried it, how much it cost, and what other people thought about it. Then I pinned it on Pinterest so I could remember it or look it up the next time I went shopping. leslie515, Age Coupons on your phone are an easier way to carry your coupons. I use or search my coupons when there is an item for sale and when I check out plus, the apps on your phone make it easier to use at the grocery store. juanarocks, Age I was shopping for some new clothes and I went to Instagram to see what was trending. I always tend to turn to Instagram for the of-the-moment trends that I am concerned about and what they might look like The images that are collectively shared for all to see are better and far more inspiring than the clothing on the mannequins. ciciann, Age I found something from Anthropologie (a mug) that I thought was really awesome. I clicked the share on Facebook link and it posted to my wall with a status. I ended up buying the mug. Didn t get a lot of comments, but several likes. I wanted to share my find and kind of show it off and a lot of my friends have similar tastes to mine. I often click the items they have shared at least to check it out, and sometimes I will buy it myself. spookylittlegrl, Age

4 Which of the following sites do you currently use on a regular basis? Please select all that apply (n = 338) Facebook 89% Amazon 88% Instagram 31% Youtube 55% ebay 42% Twitter 49% Pinterest 54% Please select all of the different ways you may use social media before, during, or after shopping (n=338) Read/post product reviews (i.e. Amazon) 84% TOTAL 77% Millennial 84% Gen X 87% Boomer Follow brands/retailers on social media sites (i.e. Facebook, Twitter) 73% TOTAL 82% Millennial 81% Gen X 60% Boomer Use/share coupons from social media sites (i.e. Facebook, Twitter) 72% TOTAL 82% Millennial 77% Gen X 62% Boomer Read/post blogs about products, retailers, brands, etc. 69% TOTAL 74% Millennial 68% Gen X 67% Boomer Use shopping apps on your smartphone for coupons, lists, deals, etc. 59% TOTAL 76% Millennial 63% Gen X 48% Boomer Post photos or comments about products, retailers, brands, etc. on social media sites (i.e. Facebook, Twitter) 52% TOTAL 66% Millennial 58% Gen X 40% Boomer Pin products/product information on Pinterest 49% TOTAL 69% Millennial 56% Gen X 34% Boomer 4

5 UNDERSTANDING THE SHOPPER EXPERIENCE IN A COMMUNITY ENVIRONMENT Online communities can help us to better understand the shopper experience, from taking a deep dive into one component of the process, or generating a bird s eye view from a broader perspective. Leveraging best-in-class engagement techniques and a toolkit designed to support everything from quick-turn research to in-depth blogging and co-creation activities, communities provide a turnkey solution to discovering important facets of the shopper journey. USE AN ONLINE COMMUNITY TO: Explore the digital thread throughout the path to purchase Investigate key reasons why people are migrating online See which online retailers are considered best in class and why Uncover key influencers, both offline and online, in the path to purchase Better understand usage and interaction among different screens and channels 5

6 5 SOUND BITS OF ADVICE 1. People of all ages are leveraging multiple social media channels in their shopping process on a regular basis, including Facebook, Amazon, Youtube, Pinterest and Twitter. Use a community to talk to consumers about their current and new online hot spots, to stay on top of the conversations that are taking place there. 2. Shoppers often toggle between channels in their search for a single product, to gain inspiration, read reviews, look for deals, or ask for opinions from friends. Use a community to deep dive with consumers to fully understand the role each channel serves, to ensure your brand is connecting to these conversations in the right way from the consumer standpoint. 3. People value social media channels for the discovery it affords them, as well as the convenience of finding deals. Use a community to understand what is engaging consumers the most, to help develop content and applications that truly resonate with them. 4. Shoppers are using social media to look for deals both prior to a shopping trip and while in stores. Use a community to co-create with consumers, from ideation to quantitative concept testing, to design effective promotions for multiple screens and instant accessibility. 5. Millennials are more likely to use shopping apps on their smartphones, and pin products or information on Pinterest, than their Gen X or Boomer counterparts. Use a community to have an authentic conversation with these younger shoppers in a familiar environment, to gain actionable insights about their lifestyle and interests, and tailor your communications to meet their needs. 6

7 For more information, please visit or contact: Americas: Menaka Gopinath President, Ipsos SMX NA Europe: Sandro Kaulartz Practice Lead, Ipsos SMX DE & CH Asia Pacific: Bernice Klaassen Regional Director, Ipsos SMX APAC Ipsos SMX