Correos highlights social media's influence on ecommerce

Correos has released the first-ever Spanish study on the influence of social media on the purchasing decisions consumers, in Spain and in major global markets. The research comes as part of the work of the Spanish postal service with social media communications specialist Territorio Creativo on developing a new digital strategy.

Correos said the 260-page report looked at the development of ecommerce from 2007 to 2010, pointing to the possible future evolution of online commerce in Spain, and the joint development of ecommerce with social media.

In particular, it underlines the increasing importance of “social marketing” – suggesting that recommendations by friends has become more important than ever on the decision to buy a product or service.

Surveys of the users of dozens of online stores revealed that the fragmentation of the media and many years of “abuse” by advertisers has made consumers much more responsive to messages from their community of friends and acquaintances in social networks, than they are to direct communications from brands themselves.

Challenge

The main challenge now for advertisers, the researchers suggest, is how to encourage customers to come forward with their own recommendations and opinions so that their brands can engage with consumers.

“The report makes clear that trade is an eminently social activity,” said Correos. “The internet is fast becoming an increasingly social environment, which could be detrimental to many companies if they cannot adapt to it.”

The research also points to the increasing importance of mobile phones and smartphones as the “protagonists of social commerce”, allowing for consumers to make instant recommendations and impressions of products and services.

The popularity of mobile technology underlines the need for the development of smartphone applications in order to engage with consumers, the report suggested.

Correos said the number of people in Spain making purchases online grew by 4.4% from 2007 to 2010, although ecommerce sales themselves grew slightly slower, by 2.6%.

Men tend to make more online purchases than women in Spain, as well as selling more items via the Internet, although according to the study the gap is narrowing.