CorpComms Magazine

More than half of shoppers are directly influenced by social media, according to a new study by technology and consulting firm IBM.

The study found that 35 per cent read online reviews before they will consider purchasing an item.

The survey revealed that 51 per cent have used their handheld mobile devices to purchase goods, and 67 per cent say that the option to be able to do so is essential.

Ironically four in ten go on to purchase goods in-store rather than online.

More than half (57 per cent) said that they would follow a retailer solely for deals and discounts.

David Hogg, commerce solutions regional leader at IBM, said: 'Social media provides a new window through which retailers can deliver a more personal brand experience across all buying channels. By harnessing real-time customer analytics from social media, retailers can act upon what is being said.'

The survey involved 4,000 online adults from the UK, France, Germany and Italy.

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