About one-third of US online shoppers say that social networking sites influence their purchasing decisions, according to the latest annual Pulse of the Online Shopper study from UPS and comScore. On the heels of Twitter’s announcement that it is abandoning buy buttons, the UPS report finds fewer than 1 in 4 respondents having purchased products via social media sites, with a separate survey from SUMO Heavy reporting even lower use of buy buttons.
Online shoppers surveyed by SUMO Heavy were asked how they feel about making purchases online on social media platforms like Facebook and Pinterest (i.e. social buy buttons). Only 1 in 10 professed to having used them before, with about one-quarter of those (2.6% overall) saying they won’t be doing so again. Read the rest at MarketingCharts.com.