CorpComms Magazine

Nearly nine out of ten consumers actively engage on social networking activities on a regular basis with more than one quarter spending at least two hours a day and 49 per cent at least one hour, according to research from KMPG.

Seven per cent access their social media accounts via tablets, 16 per cent use mobile devices but 76 per cent us their PCs, the 5th Annual Global Consumer & Convergence survey reveals.

But the survey reveals that the purchasing decisions of just one third of consumers are influenced by 'fan pages' while almost half of those surveyed actually source information from company websites instead.

KPMG found that, across every category of goods, the majority of respondents preferred to purchase online rather than visit physical outlets. Almost seven out of ten consumers were most likely to buy flights and holidays online, while 65 per cent preferred buying books, CDs, DVDs and video games online. But 41 per cent of consumers are unlikely to purchase food online.

Across Europe, the percentages drop slightly. Just over half of European consumers are more likely to purchase CDs, books and video games online rather than in a store while 61 per cent are more likely to purchase flights and holidays online.

But those customers who visit stores have adapted their experience to suit the digital world. More than one third use mobile devices to store, access and redeem coupons for in-store purchases while more than one in five scan barcodes or QR codes to get more information about specific products or campaigns.

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