I recently came across a Nielsen report on social media that has a few illuminating statistics about online engagement and shopping. It turns out that Americans spend three times as much time on social media as on e-mail. Specifically, they report that Americans spend 7.6% of their time on traditional e-mail and 23% on social networks. In addition, more than 70% of social network users shop online, about 12% more than the average adult. And these social network users are 47% more likely to be heavy spenders on clothing, shoes and accessories. Wow.
Working closely with several large brands and retailers, I have been advocating for a while now the use of social product promotion as a way to bridge the chasm from “liking” to purchase, and these statistics just underline the reasons why brands need to evoke strong product strategies in social.
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