30th July 2009
Ecommerce website usage is changing as a result of the growth of social media, according to a new report.
Hill & Knowlton's Future of Commerce study found that younger web users in particular rely on social media as a way of spreading and hearing the latest news and information via word of mouth.
It also discovered that 83 per cent of consumers cite personal experience as the main driver of decisions on where to shop online, with 48 per cent citing family members' experiences and 44 per cent being influenced by their friends.
"The most effective way to reach consumers online is with highly targeted campaigns tailored to engage micro communities that form around common interests," commented Julie Mathis, vice-president of consumer technology at Hill & Knowlton.
Earlier this year, web monitoring firm Hitwise released figures suggesting that while traffic to UK ecommerce websites from pay-per-click ads is declining, these same sites are seeing an uptick in traffic from social networks.
Category: Internet Trends
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