Social media users buy more online merchandise, says comScore
Published June 07, 2010
As more consumers register to social networking sites, social media marketing has become one of the most popular avenues for business owners to promote their products. A new report from comScore indicates that may be a smart move, as social media consumers tend to do more online shopping.
In the first quarter of 2010, internet users spent, on average, $50 shopping online, relays eMarketer. According to the survey, Facebook members that use the site heavily spent an average of $67 on online merchandise. More casual Facebook users either exceeded or met the online average as well. Non-visitors spend an average of only $27.
The same effect was observed on Twitter, but even more pronounced. The average Twitter user spent $70 shopping online, with medium-usage members purchasing $75 worth of goods.
With more than 400 million registered Facebook users and 100 million on Twitter, social media platforms allow marketers to reach a broad audience. A separate report from comScore indicates that smartphone users are increasingly accessing social media platforms, allowing marketers to reach on-the-go consumers as well.