The way in which users use smartphones, and their indissoluble link with Social Media is transforming marketing. Companies must be aware of this new way of acting on the part of their target audience and put all their efforts to adapt.
User feedback, social networking and information obtained through real-time mobile devices are taken into account by consumers today when completing a purchase process.This in turn generates a high amount of data, content generated by the users themselves, useful for retailers, about how their potential customers are, think and act. This type of information can help companies increase their profit margins and improve the customer’s buying experience.
Current Panorama of Social Commerce
This year, 167 million people are expected to buy online, spending an average of 1800 dollars per person. At present, 64% of smartphone users are already using this device to make online purchases.
Involvement of social networks in ecommerce
The activity of users in Social Media also affects ecommerce, in fact,more than half of online shoppers believe that social networks provide credible information and useful resources to learn more about the products that interest them. 40% of Twitter users search products through this social network. For their part, Facebook users are considered as particularly active buyers, 60% of them would be happy to participate by bringing their valuation about a product in exchange for a discount or a special promotion.
How does social information influence buyers?
The opinions of other customers are the information that has the most weight when making a purchase decision, 59% of users recognize to take into account the comments of other buyers. For its part, 42% of customers value favorably the information of the pages that collect the doubts of the consumers, whereas 1 of each 4 consumers pays attention to the forums.
It is expected that in 2018 the social information of Internet influence in 53% of the sales, both online and offline.Currently a quarter of the search results on the top 20 brands in the world are user generated content, whether on Twitter, Facebook or portals where customers leave their opinions and buying experiences. 85% of users recognize that they are willing to change their buying behavior based on this type of information provided by their counterparts.
How do users use their mobile devices?
A third of them are dedicated to the search and capture of rebates and special offers, another similar percentage consult information about the stores where the product that you are interested, as well as comments about the product; compare prices and last but not least make sure that there is stock in the selected store.
How can companies improve the online shopping experience?
Of the 6 billion mobile users, 62% expect to be able to use gelocalization services. Already many companies are able to offer a shorter response time, as well as offer exclusive offers using tools like Facebook Places or Foursquare; not in vain smartphones are able to indicate in real time the exact location of users.
In short, the joint application of Social Media and smartphone influence the decision-making of users, when buying; brands must be able to react and use this information to attract customers here and now, offering them interesting offers, and generating positive content towards the brand, so that the users themselves convey a favorable opinion towards it.