More than 90 percent of shoppers have concerns when it comes to shopping
via social media, yet nearly one-third of them still use it as a shopping
platform, new research reveals.
Payment security (59 percent), the quality of goods (56 percent) safety
of their personal details (55 percent) and buying a fake product (47
percent), topped the list of shopper concerns in the report by clarivate
analytics company MarkMonitor.
And those concerns might be well founded, with 31 percent of shoppers
saying they have unwittingly bought a fake item online, and 23 percent of
those consumers saying they purchased the product via social media.
What’s more, 63 percent of consumers say they don’t think enough is
being done by brands, online marketplaces and social media platforms to
protect them from counterfeiters, fraud and cyber criminals.
But consumers do have confidence in certain aspects of shopping via
social media, the study reveals. Two-thirds (66 percent of shoppers) say
they trust the information shown by shopping sites on social media while 30
percent are comfortable using their credit card to make a purchase.
Clothing, home accessories and electronic goods top the list of items
shoppers are most happy to buy via social media, while products that
shoppers say they would never buy via social media include jewellery (27
percent), a holiday (27 percent), health products (26 percent) and event
tickets (24 percent).
Commenting on the figures in a statement, Chrissie Jamieson, VP of
marketing at MarkMonitor, said: “With more people using social media and
interest in it as a shopping channel on the rise, the number of purchases
taking place over social media is likely to increase. Our research
highlights that regardless of where they shop online, consumers are still
being targeted by counterfeiters and are looking to brands and social media
platforms to safeguard them.
“Organisations need to ensure they incorporate social media platforms in
their online brand protection strategies to protect shoppers and their own
reputation. Many social media platforms already have mechanisms in place to
guard against the sale of the counterfeits and are constantly improving
ways to detect and report fakes, but it’s clear that consumers feel more
needs to be done by all stakeholders moving forward.”
The research was commissioned by MarkMonitor and conducted by
independent survey company Vitreous World. A sample of 2,603 consumers was
surveyed from the UK, US, France, Germany and Italy.
Photo credit: Tofros.com, Pexels