eMarketer — In the past, social commerce has proved a disappointment to many prognosticators who expected the shopping directly from the likes of Facebook to be a nearly instant success. But analysts are beginning to think its time has come, with social networks and social media users alike a few years older and wiser.
According to Market Track, though, it’s not quite what you’d call the year of social commerce. An August 2015 survey found that just 9% of US internet users planned to purchase directly via a social network during the holiday season.
Using social for research was more common. Nearly a quarter of respondents planned to do so—though that was still far lower than the 74% who would check out store flyers or the 51% who would watch TV ads, or even the 44% who would use promotional emails for this purpose.
Overall, 52% of respondents said they would use social media for holiday shopping in some way, including 36% who planned to look for discounts, 32% who would research gift ideas, and 12% who looked forward to watching product videos.