Shop.org, a division of the National Retail Federation, has just published results from it’s 2011 Social Commerce study – a representative survey of 1787 adult US online consumers conducted in April 2011.

Highlights

  • 42% of US online adults follow a retailer via Facebook, Twitter or blog
  • Average US adult follows 6 retailers; and does do primarily for special deals (58%) – other top reasons were for new product news (49%) and to participate in promotional contest and events (39%)
  • 56% of Facebook users have clicked through to a retailers website from a Facebook post
  • 28% of Facebook users have purchased something online via a Facebook link
  • 47% of consumers access customer reviews in-store via mobile handsets (other mobile stats – 34% of Facebook users access Facebook from mobile devices at least once a day – 32% view YouTube videos on a daily basis from a handset)
  • 19% of US online adults have purchased from group-buy sites such as Groupon – 57% of which having spent over $100 (also – there is high overall awareness of such sites (82%)
  • 35% of consumers would buy products on Facebook, and 32% would do so from Twitter if possible
  • Only 16% of US online adults are aware of the existence of Foursquare, less for Yelp (10%) and Gowalla (6%)

Chart: Shop Social Media 2011 – How Shoppers InteractW/Retailers_lg

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Shop Social Media 2011 - How Shoppers InteractW/Retailers_lg

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