Social Commerce Speed Summaries

Speed Summary | Social Commerce Survey 2011: 35% would buy on Facebook, 16% aware of Foursquare, 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.


  • 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


Shop Social Media 2011 - How Shoppers InteractW/Retailers_lg

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Chartered psychologist specialising in consumer behaviour, wellbeing and technology. Certified CX professional experienced in Design Thinking. A researcher, writer and speaker, Paul is head of Digital Insight at SYZYGY.

6 Comments Add New Comment

  1. Very interesting data for sure. On the software side of things we’ve seen an increased emphasis on the ability to sell through social channels like Facebook (f-commerce). Since it seems that the primary driver for FB interest is special deals (among adults), the potential for driving sales from (or through) Facebook is definitely there – will be interesting to see how it gains traction.

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