Blog: Leonie BarrieSocial networkers are social shoppers too

Leonie Barrie | 18 October 2007

Now I’m not really a fan of social networking sites like Facebook or MySpace, but I do know that they’re hugely popular…at least with a certain generation. It also seems that social networkers are more likely to visit retail websites for apparel, music, consumer electrics, jewellery and luxury goods according to new research published earlier this week. I guess it’s a logical correlation, that if you spend time talking to friends over the internet then you’ll also choose to shop this way too, but the data is now here to prove it.

comScore, which measures Internet usage, has found that more than 95% of “heavy” social networkers visited retail sites in August, compared to 80% of the total US Internet audience. Among the most popular fashion and apparel sites were those oriented to young adults, including well known brands like Hollister, Pac Sun, and Abercrombie & Fitch.

If they aren’t already doing so, apparel retailers – especially those geared towards younger consumers – would be well advised to consider the use of social networking sites as a marketing channel. People love to talk about new products, like the pair of designer jeans they just bought, and experiences, so this is a great way to tap into those conversations. 


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