Lately we’ve seen study after study that seems to show social media’s growing importance as a medium for research and inspiration for retail purchases, but there’s one thing that all of these reports have in common: they’ve been taken in the U.S.
In the rest of the world, proactive use of social media isn’t perhaps quite as advanced (slash commercial), certainly when the end game is e-commerce. The UK, for example, doesn’t appear to have much use for social media at all when it comes to Christmas gift recommendations. And when you stop to think about it, that kind of makes sense.
I mean, why would you go to Twitter or Facebook to research Christmas gift ideas? What could you really hope to learn? I guess a general “Anyone got any good ideas for Christmas presents for [insert friend or relative here]? Please retweet. #lol” might pay some dividends, but it’s a bit of a shot in the dark. And infinitely less useful than, you know, Google. Or a shop. That sells things. At Christmas.
So, it’s of no surprise, really, that 83 percent of UK consumers say that they won’t be using social media to generate ideas for gifts this Xmas, and, of those that will, only 11 percent of 18-24 year-olds – who finished top in the poll – are onboard with the idea.
Who’d have thought? Let me tell you: I’m glad I’m sitting down.