More than 20% of consumers said that Facebook pages have been "influential" or "extremely influential" in making a purchasing decision, suggesting that posting sales, promotions and other calls to action on Facebook is a wise idea for retailers looking to drive incremental sales and boost consumer engagement on the social network.
Debra Arbesman, Compete senior associate, says "... Facebook pages can be a highly strategic and relatively low-cost marketing tool for retailers to engage with shoppers... (as) retailers are now making Facebook pages part of an integrated online shopping experience... (expected to) take the industry by storm in the coming months."
The study examined traffic to Facebook's top brand pages and discovered that the Apple iTunes Facebook page actually received more traffic than the iTunes domain did in February.
Matt Pace, Compete managing director of retail and consumer products, notes that "Nearly half of consumers in the study reported that they are a fan of five or more retailers/brands on Facebook... "
Consumer Reasons For Visiting a Retailer Facebook Page
Reason For Visit
% of Respondents (Multiple OK)
Keep up-to-date on sales and promotins
Learn more about a specific retailer
Appears in news feed/friend "likes"
Let others know why retailer preference
Connect with others liking retailer
Source: Compete Online Shopper Intelligence, Q1 2011 (Compiled from a survey of 3,269 online purchasers between April 14 and May 5, 2011)
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