According to MarketingWeek, 56% of those surveyed are liking and following brands on social media to see products. Another 35% are doing so to get ideas for when they go shopping next. But do they actually want to shop on social media? Not really, according to this particular study.

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Note that this “social commerce boom” is driven VP IT Email List heavily by the younger generation, according to the same study. 33% of 18- to 24-year-olds say they would like to purchase items directly on Facebook, 27% on Instagram and 20% on Twitter. 25- to 34-year-olds decline a bit; 30% on Facebook. People 54- to 65-years-old? A disappointing 10%.

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Another study, conducted on social media users worldwide ages 16 to 64 in November 2015, found that only 9% of respondents have an interest in using Facebook’s buy buttons…

Less Interest in Facebook
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Another study still, found that only 35% of millennials, typically a tech-friendly crowd, are likely to use a buy button on Facebook. Only 24% said they’d be interested in a Twitter buy button.

According to Time Magazine, both Twitter and Facebook have claimed that approximately half of their users come to their sites to seek out products for purchase.

Yet the rate of eCommerce growth from social shopping is exceeding the overall growth rate for eCommerce in the U.S. by about 10%, according to the latest Internet Retail Social Media 500 Report.

Why so much inconsistency? We’re still unclear on what social commerce is and is not. Is it native social selling? Is it encouraging social interaction during the traditional eCommerce flow? Is it buy buttons that take you from social media to the eCommerce site?

Nora Barnes, Director of University

of Massachusetts Dartmouth’s Center for Marketing Research, says…

We really know very little about these buy buttons. As a consumer behavior specialist, I’m looking at this and saying, ‘Who wants or needs this? Who’s going to use it?’ I think Millennials are saying the same thing.

A July 2015 study by Boston Retail Partners found that retailers are only cautiously optimistic about social commerce…

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