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Thursday, April 28, 2011

Social Media Has Almost No Effect on Online Retail Purchases [REPORT]

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All those marketers who are rushing to increase their social media spend take note: A new study says social media has almost no influence on online purchasing behavior.
The report, a collaboration between Forrester Research and GSI Commerce, analyzed data captured from online retailers between November 12 and December 20, 2010. The research shows that social media rarely leads directly to purchases online — data indicates that less than 2% of orders were the result of shoppers coming from a social network. The report found email and search advertising were much more effective vehicles for turning browsers into buyers.

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