Sunday, 6 March 2011

27% of male consumers visit price comparison sites as opposed to 19% of females


Shoppercentric, a UK-based research agency specialising in shopper research, have just release some interesting findings into how UK adults use social media and mobile commerce in their buying behaviour.
PR and Marketing agencies in the UK could do a lot worse than take note of the findings from this research.
The overarching message according to Shoppercentric is ‘that there are opportunities for retailers and brands through social media and mobile commerce, however getting it right is trickier than it seems.’
While this seems like a pretty obvious statement, the other key trends identified by the research reveal some very specific opportunities worth highlighting.
  • 27% of male consumers visit price comparison sites as opposed to 19% of females
  • 38% of men have smartphones compared to 29% of females
  • Men again lead the way in mobile app usage that support shopping (14% versus 8%)
  • Women still lead the way on Facebook consumption however (60% versus 52%)
Specific social media insights
  • The main reason for consumers to reach out and connect with a company via social media is to find out something new (32%)
  • Consumer skepticism towards brands on social media remains high with 54% or respondents believing brands are present to ‘sell them things’ while 43% believe they are engaging ‘because everyone else is’.
  • The most popular reason for consumers to follow a brand via social media is to feel ‘part of a group’ (32%)
You can view more results from the report here.
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