A recent report by Foresee Results reveals that although social media was not the primary driver to top retailer websites during the holiday season, the consumers that did arrive at retail sites via a social media interaction were highly likely to purchase those products, especially offline.
Just 5% of online holiday shoppers reported being primarily influenced to visit top retailer sites by social media, compared to the 19% of website visitors that came to the website from a promotional email, and 8% from search engine results, as reported by MarketingProfs.
Foresee also set out to measure the quality of the website traffic using a 100-pt scale for satisfaction, likelihood to buy online, and likelihood to buy offline. The results for visitors arriving at top retail sites via social media were favorable:
- Advertising on social networks (which reached 2% of respondents) yielded a satisfaction score of 79, with visitors’ likelihood to purchase offline at 76 and likelihood to purchase online at 75
- Messages directly from a company via a social network (which also reached only 2% of respondents) yielded a satisfaction score of 78, with likelihood to buy offline at 76 and online at 75
- Likelihood of 76 to buy offline was the top score in this category, shared only with visitors coming from ‘mobile phone text messages or alerts’ Continue reading