NEW YORK -- (BUSINESS WIRE) -- Brands and retailers have the most followed or “Liked” pages on social media, according to WSL/Strategic Retail, the leading authority on shopper behavior and retail trends. Nearly two-thirds (61%) of users who “Fan” social media pages, are choosing to follow brands and retailers -- beating out celebrities and TV shows which are followed by just over half of users. The finding was unveiled as part of the Company’s Buzz to Buy 3.0 trend report, its third annual survey measuring how the power of Social Media and online information are impacting buying decisions.
“We may think everyone is following the Kardashians on Facebook, but in fact, Walmart is the greater social media ‘celebrity’ with more than double the number of followers as the Kardashian family’s most popular member, Kim,” said Wendy Liebmann, CEO of WSL/Strategic Retail. “That said, awareness doesn’t necessarily translate into sales – yet. Today only 26% of all users go to their Social Networks for information about something they want to buy. However, that number jumps to 40% among Millennial shoppers, a strong indication that social media’s influence on buying decisions will continue to grow.”
“The new shopping mantra is ‘information is power,’” explains Candace Corlett, President of WSL/Strategic Retail. “People are leveraging the abundance of technology to learn everything they want to know about products anywhere they want – be it a quick price comparison on their iPad while at the mall or in-store, or visiting Pinterest for decorating tips. The art and science of digital marketing has become essential for engaging consumers and targeting the right message to the right shopper at the right time.”
Additional findings of the report include:
Notes on Survey Methodology and Analysis
The Buzz to Buy 3.0 study was conducted October 4-12, 2012. The survey included 1,796 shoppers recruited from an online panel of shoppers ages 16 and over. All participants are active internet users, having performed at least one online shopping or social networking activity within the past month.
ABOUT WSL/STRATEGIC RETAIL
Founded in 1986, WSL/Strategic Retail (“WSL”) is the leading authority on shopper behavior and retail trends. Through its unparalleled research, global trend analysis and customized consulting services, WSL arms retailers, manufacturers and brands with the tools required to stay ahead of the market and motivate shoppers to purchase. The Company tracks the mindset, attitude and behavior that shape shopper trends, and predicts how they transform brands and retailers throughout the U.S. and globally For more information, visit www.wslstrategicretail.com.