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).