comScore: Social Media Influencing Holiday Purchases

COMSCORE — In the comScore weekly holiday survey, comScore asked respondents about the influence of social media on their holiday shopping behavior. According to the most recent survey, conducted on Dec. 4-7, 2009, 28 percent of those who have begun their holiday shopping this season indicated that social media has influenced their purchases. Of the types of specific social media cited, reading a consumer-generated product review was the most common form of social media that had influenced holiday purchases (13 percent of respondents), followed by an expert product review (11 percent). Seven percent of respondents indicated they have followed a fan page on Facebook to take advantage of special offers and deals, while 6 percent said they have been influenced by a friend’s Facebook status update referring to a particular product...