Mobile Social Media Usage Affects Shopping Habits

Consumers trust friends’ opinions and access them on the go while shopping

As more consumers access social media via mobile devices, it changes the way they research and shop for products and services offline.

Knowledge Networks and MediaPost Communications surveyed teen and adult social media users for “The Faces of Social Media” study and found that, in May 2011, 40% of respondents accessed social media via their mobile phones. This was an increase from 28% who reported doing the same in September 2010.

Additionally, 37% of US social media users trust what their friends and family members say about a brand or product on social media, compared to only 10% who trust what strangers say. Drilling down to specific social elements, 26% trust what friends and family members say in blog posts, 25% trust their posts on social media sites and 20% trust their tweets. This is compared to 7% who trust the blogs and posts of strangers, and 5% who trust strangers’ tweets. Read More »