Social commerce spotlight: The six types of online shopper
The report, ‘SocialShop’, contains the usual stats: 43 percent of Americans use social media to shop (that’s 95 million), and 73 percent of those confirmed they’re shopping socially more frequently than a year ago. Not mind-blowing stuff.
What is interesting however, is the depths to which the report examines social shopper needs, ultimately developing six shopper archetypes. By breaking down traits associated with indulgent needs, impulsive needs, utilitarian needs and informational needs, the researchers identified the following (from light social shoppers to heavy users):
This type of shopper has just one goal: to find the cheapest alternative, regardless of brand.
Shoppers considered ‘efficient sprinters’ will choose items based on their popularity and reviews, in order to simplify the shopping process.
These guys use social media to feel empowered in their purchases, using it to mould decisions and validate their choices, regardless of the time and effort involved, in order to find the best product available.
Strategic savers spend time ‘deal-digging’, to find their favourite brands at cheaper prices.
With impulsive shopping tendencies, these guys are all about scoring fun and unexpected deals, and are probably big fans of coupon sites.
The heaviest social shopping user, Savvy Passionistas are indulgent and use social media to monitor trends, connect with brands and stay ‘in-the-know’.
Nick Jones, EVP, Head of Marketing for Leo Burnett / Arc Worldwide, says: “Our new study illuminates what brands need to do to reach shoppers in their own social worlds. Understanding how and why people are using social media to shop is the first and most important step to designing a successful social media program.”
Indeed, the report goes on to identify different shopping platforms, their relevance to each shopper type, and indicates positive methods of engaging each, all-in-all providing a valuable asset to brands and companies still unsure about the social shopping landscape. See it here.
Editor’s Note: Join us on June 12 at Social Media Influence 2012 for an in-depth discussion into the future of social commerce. We’ll be joined by an impressive lineup of speakers who have made a highly successful transition to social retail.