More online sellers are posting parcels to 'collaborators' as the traditional hunter-gatherer roles are joined by a third, new category of buyer, report the organisers of Social Media World Forum Europe 2011.
They cite research from Immediate Future into the impact of social networking on online retail.
According to the study, 'hunters' are the types of people who want to quickly find the best price for a product online, whereas 'gatherers' are more interested in specifications and other information about an item.
However, 'collaborators' fall into neither of these categories, as they are particularly interested in what other people have to say about a product on social networks, blogs and similar platforms.
The introduction of a third, socially driven category could in part explain why more online retailers have been posting parcels in recent months.
E-retail group IMRG reported a seven per cent monthly increase in online expenditure in December 2010, equating to a 25 per cent rise year-on-year.
Author: Paul Burn
--> --> -->