The IBM 2012 Smarter Consumer Study reveals that social media has a huge influence on Australian’s shopping decisions.
Social influence
90% of Australians believe that social networks save them time in shopping (compared to 85% of consumers worldwide).
Multiple devices
17% of Australians say they are willing to use three or more technologies in the shopping process.
Comparison
40% of Australians are willing to use websites for comparing products and prices.
In store experience
Despite an appetite for online shopping, the majority of Australians still prefer to make a purchase in-store.
Trust in retailers
Overall, respondents revealed an increased trust in retailers. In 2011 friends and family were the most trusted source when making a purchasing decision (51%) and retailers were the least trusted influencer (3%). 2012 results reveal that trust in retailers has increased to 10%. The impact of social media on making brands accessible and thus increasing opportunities for engaging, transparent communication cannot be underestimated.
All statistics: IBM (NYSE: IBM) 2012 Smarter Consumer Study (28,000 consumers globally, 1,800+ from Australia).
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