Which social media drive online retail sales?
Richrelevance carried out an e-commerce survey in the USA for clients of their personalisation technology evaluating more than 690m browser shopping sessions over a period of a year, to identify the impact of Pinterest, Facebook and Twitter on retail sales.
It's interesting if you are managing an e-commerce site, and seeking to understand which is a driver for conversion to actual online or in store sales, which generates referrals and brand awareness or the social media creating more engagement?
Their Infographic shares some expected results, which are mainly due to a variation in demographics and content sharing features:
- Facebook has a greater 'stickiness' and ' higher conversion rates'.
- Pinterest generates higher order values, though bear in mind the demographics are those who are well educated with high income.
- Twitter drives traffic into stores and retail sites.
Read more about the impact of social media on e-commerce. with Monetate's 2013 survey which reports similar data from their clients with a clearer breakdown.