Performics Social Shopping Summary

Social Shopping Study:

Participant Behaviors & Preferences on Social, Shopping and Deal Sites

Summary of Findings

October 2011

2

Study Methodology & Respondent Profiles

Conducted among 1,000 participants from the SSI panel of more than 6 million respondents. Respondents must have an active social network account & use social networks at least occasionally in the purchase process.

The online survey was in field from 9/27/11 to 10/4/11.

At 95% confidence interval, a sample size of 1,000 has a sampling error of 3.1%.

Statistical testing was performed to uncover meaningful differences between cells and subgroups. Tests used are paired comparison T-tests and Z-tests at the 95% confidence level.

3

Gender Inequity:Social Network, Shopping &

Deal Site Behavioral Differences

4

24%

37%

34%

54%

97%

96%

Women

Men

Women

Men

Women

Men

Q3

With which of the following social network sites do you havean active account, meaning you visit at least once a month?

(Check all that apply)

N=1,000 (Total respondents)

16%

20%

20%

31%

24%

36%

Women

Men

Women

Men

Women

Men

Men more Active than Women on Social Networks

5

Men Visit Social Network Pages More Frequently During Purchase Process; Women “Like” Brand/Products More Frequently on Facebook After Purchase

Q7N=1,000 (Total respondents)

6

45%

48%

49%

53%

54%

57%

50%

56%

56%

58%

57%

68%

50%

59%

62%

61%

63%

67%

Store information

Find product availability

Compare products

Read product reviews

Research product information

Find specials, coupons, or deals

How often do you use [social networks, shopping sites, deal sites] to do each of the following?(Summary – Once a week or more)

Men Trump Women In Frequency of 5 of 6 Social Shopping Activities

Q4, Q12, Q18

Shopping Sites (N=429) Deal Sites (N=256) Social Networks (N=476)

Male Female


41%

40%

45%

45%

43%

64%

32%

41%

41%

42%

40%

64%

47%

51%

50%

52%

52%

66%

Store information


Compare products




7

50%

61%

65%

68%

56%

56%

73%

75%

56%

57%

82%

87%

While I'm in the store or on the website

After I make the purchase to share my experience

Right before I commit to purchasing

In the beginning when searching for a product

How often do you use [social networks, shoppingsites, deal sites] at each of the following times?

(Summary – Occasionally/Frequently)

Shopping Sites Command More Gender Equity; Men More Likely to Use Deal Sites, Social Networks

Q5, Q13, Q19


Male

43%

58%

64%

64%

42%

46%

64%

66%

55%

54%

83%

88%





Female


8

Site Popularity:Social Network, Shopping & Deal Sites Throughout the

Purchase Process

9

4%

5%

5%

5%

6%

6%

8%

9%

10%

15%

27%

47%

ideeli

One Kings Lane

Gilt Groupe

Haute Look

Bloomspot

Buy with me

Shoe Buy

Beyond the Rack

FourSquare

Eversave

Living Social

Groupon

Wide Range of Deal Sites Popular; Groupon and Living Social Top List

Q17

With which of the following deal sites do you have an account?(Check all that apply)


10

7%

7%

13%

23%

27%

52%

53%

69%

Flash sales websites

Borrowing websites

Bing shopping

Yahoo! Shopping

Google shopping

Retailer website

eBay

Amazon

Amazon, eBay and Retailers’ Brand Sites Most Popular Shopping Sites

Q11

With which of the following shopping sites do you visit at least once a month?(Check all that apply)


11

46%

59%

64%

66%

48%

51%

68%

70%

55%

57%

83%

87%





Shopping Sites

Deal Sites

Social Networks

How often do you use [social networks, shoppingsites, deal sites] at each of the following times?


Shopping Sites Most Popular while Searching & Before Committing; Social Networks More Popular After Purchase to Share Experience

Q5, Q13, Q19

12

10%

11%

10%

12%

15%

11%

18%

8%

11%

12%

11%

14%

10%

19%

9%

8%

9%

10%

11%

10%

17%

Store information


Compare products


Learn about new products



Shopping Sites

Deal Sites

Social Networks

How often do you use [social networks, shopping sites, deal sites] to do each of the following?(Summary – Daily)

Nearly 20% of Active Social Networkers Use Social Networks, Shopping and Deal Sites to find Specials, Coupons and Deals

Q4, Q12, Q18

13

44%

50%

58%

41%

46%

49%

53%

58%

46%

46%

57%

72%

Negative reviews/recommendations on [shopping, deal, social] sites eliminates possibility of purchase

Positive reviews/recommendations regarding products/services cause me to buy things

I trust user reviews/recommendations on [shopping, deal, social] sites more than others

[Shopping, Deal, Social] sites are an important part of the purchase process for me

How much do you agree or disagree with the following statements?(Summary – Somewhat/strongly agree)

Social Shopping Influences Participation and Purchasing Behaviors

Q10, Q16, Q22

Shopping Sites (N=889) Deal Sites (N=575) Social Networks (N=1,000)

14

Emerging Participant Behavior:In-Store Online Activities &

Social Shopping Across Verticals

15

20-50 % Occasionally or Frequently Conduct In-Store Social Activities;18-52 % Occasionally or Frequently Conduct In-Store Search Activities

N=1,000 (Total respondents) Q25


16

25%

75%

Yes

No

60 % of Social Shoppers Wait Less than 10 Minutes for Advice Before Proceeding

Q23, Q24

While at a physical location, have you everpaused prior to finalizing a purchase in order

to seek advice on a social network?

18%

22%

41%

19%

More than 20 minutes

10 - 20 minutes

5 - 10 minutes

Less than 5 minutes

When seeking advice on social networks prior to finalizing a purchase, how long do/would you wait

for feedback before proceeding with purchase?

N=252 (Seek advice on social networks to finalize purchase)N=1,000 (Total respondents)

17

27%

35%

36%

37%

39%

40%

43%

44%

28%

34%

28%

32%

36%

34%

37%

38%

25%

39%

38%

47%

45%

50%

48%

52%

Alcoholic beverages

Non-alcoholic beverages

Educational Institutions

Financial services

Over-the-counter or prescription drugs

Automobiles

Magazines/newspapers

Telecommunications

How often do you use [social networks, shopping sites, deal sites] in the purchase process for the following types of products/services?

(Summary – Occasionally, Frequently or Every time I purchase)

Vertical Insights: Social Shopping Popularity Across 17 Key Categories

Q6, Q14, Q20

Shopping Sites (N=889) Deal Sites (N=575) Social Networks (N=1,000)

49%

51%

53%

56%

56%

59%

66%

66%

66%

47%

49%

49%

53%

56%

57%

58%

63%

64%

59%

63%

61%

76%

66%

60%

77%

82%

71%

Personal care products

Appliances

Travel

Apparel

Household products

Food

Entertainment

Electronics

Restaurants

Technology

Performics Social Shopping Summary