Security Concerns Hindering Social Commerce for Boomers, Women

February 13, 2012

digitas-socialcommerce-security-feb-2012.jpgThe majority of consumers (55%) are not comfortable giving their credit card information to a known brand through a secure payment process on a social media site, according to a survey released in February 2012 by Digitas. Of the 45% of users who are at least somewhat comfortable with sharing their credit card information, those aged 18-54 are much more likely than their more elderly counterparts to do so (49% vs. 35%), while male users are also more likely to do so than women (49% vs. 40%).

Women’s caution with sharing information on social networks extends to other details, too: according to a uSamp survey released in January 2012, women are 33% more likely than men to say they are definitely not willing to share their physical address (78.8% vs. 59.1%) on a social media site, 39% more likely to definitely not share their location (52.4% vs. 37.7%), and 36% more likely to definitely not share their phone number (77.3% vs. 56.7%).

Meanwhile, according to the Digitas survey, social media users with a household income of $35k or more indicate that they are more likely to give their credit card information to a brand on social media than those with a household income below that threshold (50% vs. 38%).

Mobile Visits Rival Computers for Time Spent

Results from the Digitas survey indicate that social media users that use their mobile phones to access social media sites spend on average 50.7 minutes per day on the sites via their device. By comparison, social media users that access the sites through their computer (laptop or desktop) spend 56.3 minutes on average on the sites.

38% of those who use mobile phones to access social media sites cite general browsing (scrolling through updates, visiting brand pages, liking or following posts) as their primary social media activity. Males aged 45-54 (53%) are the most likely to cite this activity, ahead of males aged over 55 (42%) and 18-44 (35%).

Recommendations Beat Likes

3 in 4 social media users say they would be more likely to purchase a product or service that a friend openly endorses (by writing about it and/or making a recommendation of it) on a social media site, than one they like or follow.

At the same time, roughly 1 in 3 users agree they would be more likely to share information about a purchase they made on a social media site with friends than one made on a traditional e-commerce site.

Other Findings:

  • 1 in 5 social media users agree that they would purchase products or services from their favorite brands on a social media site. According to an Oracle study released in December 2011, 19% of American and Canadian consumers said they would purchase (9%) or already have (10%) purchased products via a retailer’s Facebook page, although 34% said they would never do so. 32% of respondents did not use the social network.
  • According to the Digitas survey, 18% of social media users say they are more likely to make a group purchase (such as planning and paying for a trip with friends or purchasing a joint gift) using social media than from a traditional e-commerce site.
  • 74% of social media users indicate that, given the option, they would not use virtual currency, such as Bitcoin or Facebook Credits, to pay for a purchase made on a social media site.

About the Data: The Digitas survey was conducted online with the US by Harris Interactive from January 12-16, 2012 among 2,630 U.S. adults aged 18 years and older, of which 2,247 were identified as a social media user.

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