Sophie Bastow-Dormon, Community Manager: There’s now more than 1 billion smartphone users, 7.3 million daily Instagram users and 6.9 million on Twitter and 3.2 billion likes and comments on Facebook every day. So, how will these socially-savvy user be shopping this Christmas?

1. Millions of 2012 shoppers will be armed with a smartphone

Ok, you’ve psyched yourself up, you’re off out to do the Christmas shop – armed with your all-important smartphone. When you get into the shop – do you whip it out to do some research around prices?  If you spot the perfect present do you make a quick purchase on your mobile? You’re in good company…

 

• 45 million smartphone owners access shopping-and-commerce apps each month.
• Almost half of UK smartphone owners have used their device to research product information before or during a shopping trip.
• 10% of all in-store retail sales in December will be influenced by smartphones.
• More than 50% of smartphone owners say that they use their phone when shopping to do things such as take photos of products, compare prices across the net, scan barcodes for further product information, search for reviews and look into product specifications.

 

2. Pinners are on the up

Are you a lover or a doubter of the power of Pinterest? Whatever your stance, the platform seems to be leading the way in influencing e-commerce.

• Pinterest users follow an average of 9.3 retailers on the site, compared with 8.5 by Twitter users, and 6.9 by Facebook users.
• 70% of Pinterest users signed up to the platform primarily to search for items to buy themselves – take a peak at your partner’s pins for some festive inspiration!
• 25% of Pinterest users report having purchased a product or service after coming across it on Pinterest.
• Pinterest manages to influence more sales (10%) than Facebook (7%).
• 15% of Pinterest users have used the platform to make a purchase via their PC and 13% via their mobile (c/o GlobalWebIndex).

 

3. A recommendation is worth its weight in gold

Online recommendations have shape-shifted as social networks have changed – but the power of the word-of-mouth is as strong as ever…

• 90% of people believe brand recommendations from friends.
• 71% of consumers are more likely to make a purchase if influenced by a friend via social platforms.
• 62% os those surveyed by ConsumerSearch.com count on social media, including user reviews and online wishlists, as well as a variety of content on Facebook, Pinterest, and Twitter to make their Christmas purchases.
• It’s not just friends who can influence a purchase – brands that engage with customers can expect to see up to a 30% sales increase.

 

4. Bloggers become gift gurus

Facebook is becoming over-fished, and net surfers are looking for new territory for honest reviews. Users are turning to bloggers for quality opinions on products now more than ever – and there’s a huge pay off for brands and companies.

• 93.3% made a purchase because a blogger had recommended the item.
• 81% of women trust blogs – that’s more than any other platform including Facebook and Twitter.
• 44% of ladies said their favourite blogger often influences their purchasing decision.
• 50% of blog readers admit that blogs help them make a well-informed buying decision.