This document discusses how people use social media for shopping purposes. It found that 96% of people use social media and 42% incorporate it into their shopping journeys. Social media is used both on desktop and mobile devices like smartphones. The study identified 8 needs that social shoppers have and segmented them into 6 archetypes. It also found that different social media platforms better serve certain needs. The document provides a framework for retailers to understand which shopper needs and platforms are most relevant for their category to develop an effective social media strategy.
4. And they use social
media to enhance
In-store On mobile phone shopping beyond
the desktop.
54 % 23 %
With Geolocation On Twitter/Real Time
20 % 51 %
% for Heavy / Index Heavy vs. All Social Shoppers