Abstract
Long before the Internet, people shared product opinions with friends and
family through word-of-mouth. Today, social media tools enable consumers to
extend their connections and conduct commerce in powerful new ways. And even
though surveys find that people join social networks mainly to communicate
with friends, an increasing amount of that socializing relates to sharing
product and brand opinions.
As people spend more time on social networks, retailers feel pressure to be
there as well. Most large online retailers have a presence on Facebook.
Twitter is a hotbed of experimentation for retailers that see it as a channel
for customer service, promoting the deal of the day and more. Facebook and its
third-party developers are creating e-commerce applications on the site.
In the future, retailers will emphasize marketing to their most influential
customers. Right now, they only have a limited picture of who their
influential customers are on social networks and how they share opinions.
Firms that can help retailers analyze the customer data they collect from
social media sites will be in demand.
Key questions this report answers:
- What is the outlook for social commerce?
- How are marketers engaging customers on social media sites?
- What social shopping features are retailers adding to their sites?
- Which retailers are paving the way in social commerce?
Table of Contents
Executive Summary
- US Adult Online Social Network Users, 2008-2013 (millions and % of adult
Internet users)
Key Questions
The eMarketer View
The Basis of Social Commerce
- Advertising Tactics/Media Trusted* by Internet Users in North America, by
Age, April 2009 (% of respondents)
- Social Media Sources that Heavily Influence Purchase Decisions According
to US Consumers, by Buying Phase, Q1 2009 (% of respondents)
Brand Presence on Social Media Platforms
- Social Networking Sites on Which US Online Retailers Maintain a Presence,
April 2009 (% of total*)
- Media Channels that Are Effective for Building Brand Equity According to
US Marketing Executives, February 2007 & April 2009 (% of respondents)
- Barriers to Social Media Adoption According to US Brand Marketers and Ad
Agencies, June-July 2009 (% of respondents)
- Media Channel US Marketing Executives Would Like to Use to Develop Their
Brand but Have Not Been Able to Implement, April 2009 (% of respondents)
- Marketing Activities that Will Be Increased When the Recession Ends
According to US Marketing Executives, April 2009 (% of respondents)
Social Networks
- US Adult Online Social Network Users, 2008-2013 (millions and % of adult
Internet users)
- Top 10 Member Communities Sites Among US Internet Users, Ranked by Unique
Audience, June 2008 & June 2009 (thousands and % change)
- Online Activities* of US Social Network Users and Nonusers, by Generation,
May 2009 (% of respondents in each group)
- Reasons that US Social Network Users Joined a Social Network, by
Generation, May 2009 (% of respondents in each group)
- US Social Media Users Who Rely on Social Media When Making Purchase
Decisions, March 2009 (% of respondents)
- Social Networking Site Activities of US Social Network Users, May 2009 (%
of respondents)
- Frequency with Which US Social Network Users Share Recommendations Online,
Q1 2009 (% of respondents)
- US Social Network Users Who Are Likely to Engage in Social Interaction*
with Brands, by Category, Q1 2009 (% of respondents)
Examples of Brand Usage
- Leading US Retailers with Offical Facebook Pages, Ranked by Number of
Fans, September 17, 2009
Social Shopping Sites
Twitter
- US Adult Twitter Users, 2008-2010 (millions and % of adult Internet users)
- US Unique Visitors to Twitter, by Age, June 2009 (% of total)
- Organizations/People Whom US Internet Users* Interact with on Twitter, by
Gender and Age, Q2 2009 (% of respondents in each group)
- Social Media Used for Marketing According to US Brand Marketers and Ad
Agencies, June-July 2009 (% of respondents)
- Effectiveness of Twitter for Promoting Products and Ideas According to US
Advertisers and Internet Users, June 2009 (% of respondents)
- Types of Tweets Sent by Fortune 100 Companies that Use Twitter, July 2009
(% of companies)
Examples of Brand Usage
Social Commerce on Retail Websites
- Areas in Which US Online Retailers Plan to Invest This Year to Increase
Web Sales, May 2009 (% of respondents)
- Leading Factors that Influence US Online Buyers to Make a Major Home
Appliance Purchase Online, April-May 2009 (% of respondents)
Online Retail Communities
- Reasons that US Online Buyers* Would Want to Be Part of an Online Retail
Community, August 2009 (% of respondents)
Real-Time Social Shopping
Social Bookmarking and E-Mail Sharing
- Social Bookmarking Services Available on US Online Retail Sites, Q4 2008
(% of total)
- Links to Social Networks Available in US Online Retailers' * E-Mail
Campaigns, August 2009 (% of online retailers)
Conclusions
Endnotes
- 101295
- US Adult Online Social Network Users, 2008-2013 (millions and % of adult
Internet users)
- 107187
- Leading US Retailers with Offical Facebook Pages, Ranked by Number of
Fans, September 17, 2009
Related Information and Links
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- Report Contributors
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