Just 5 percent of U.S. adults have made a purchase via a social media site. Partly that’s because buying directly from a platform such as Twitter and Facebook has never really been an option for consumers, and shopping options from third parties have always been a little bit cumbersome to implement (and converted poorly as a result).
However, with the launch of the Twitter and Facebook ‘buy’ buttons, everything changes. Now, it’s going to be really easy for customers to buy directly from their favourite brands on their favourite social platforms. So what do Twitter and Facebook need to do to maximise this purchase power?
According to a new study from Harris Poll for DigitasLBi, simply knowing that their credit card information is secure would increase the likelihood of making a purchase via a social network for two in five respondents.
Here are the top five answers to the poll:
1. Knowing my credit card information was secure (42 percent)
2. I knew my purchase would not be shared (38 percent)
3. The total purchase was under $25 (33 percent)
4. It had a “click to buy” feature that allowed me to complete the transaction without leaving the social network (26 percent)
5. My payment information could be saved within the site (24 percent)
Obviously the “click to buy” response (number four, above) is huge for both Twitter and Facebook. Also note that all of these factors are less important for older users across the board.