9pc of UK consumers following brands on social media

Based on qualitative research and online interviews with 1,000 consumers, the report reveals that while social media and mobile commerce offer retailers and brands significant opportunities, engaging consumers is a lot more difficult than it may appear. 

Some 37pc of the interviewees said that they don't see the point of brands using social media, while18pc said the same of retailers. 

The research also indicates major differences around the ways men and women shop. Some 38pc of men have a smartphone (compared to 29pc of women) and 60pc of women use Facebook (compared to 52pc of men). However, while the mobile commerce trend seems to have a made a real connection with men and shopping, with 14pc of men using phone apps that support shopping (compared with 8pc of women), women have yet to become as engaged with brands and retailers through their preferred medium of social networking.

The research also finds that just one in three consumers/shoppers visit brand websites, compared to three in four visiting retailer websites. Neither have the same impetus to talk directly to brands as they do to talk directly with retailers. Some 63pc of consumers/shoppers visit a retailer’s or brand’s website to make a purchase compared with just 6pc through social media. 

The main reason for consumers/shoppers reaching out to and connecting with companies through social media is to find out something new (32pc).  They are equally as likely to want brand/retailers to connect with them (23pc) as they are to want brand/retailers to sell to them (24pc).

The biggest reason for consumers/shoppers to follow a brand/retailer on social media is to feel part of a group (32pc).  Some 29pc also follow brands to share thoughts and be a part of a forum.  To get discounts, vouchers or promotions attracted just 10pc to contact the company and 6pc joined to make a complaint.

Unsurprisingly, the most popular social networking platform is Facebook with 56pc.

More than a quarter (27pc) of male consumers/shoppers visit price comparison sites compared with 19pc of women.

Just over a third (38pc) of 16-24 year olds admitted to already following brands/retailers on social media.  This figure reduces with age: 29pc of 25-34 year olds, 18pc of 35-44 year olds and 8pc of 45-54 year olds said they follow brands, while respondents aged 55+ years said they don't following any. 

“The use of social networking and mobile commerce in the business context is still in its early stages of development,” said Danielle Pinnington, managing director at Shoppercentric.  “However, as these figures are suggesting, the gender and age divides between these social and mobile platforms could be put to good use by retailers to better target and engage their customers.

“There also seems to be a fundamental barrier in consumers/shoppers minds as to why they should communicate directly with a brand, or why a brand would want to communicate directly with them.  That doesn’t mean they won’t communicate with brands, it simply means brands need to work much harder to set up and maintain the connection. 

“Brands need to think hard about what they want to share, not just what they want to get out of the conversation.  And they need to work on the basis they have to seek out these connections rather than assuming consumers/shoppers will come to them.  Ultimately they need to create a social network space which generates curiosity in the brand, and gives a reason for visitors to keep coming back.”