The impact of different social media on consumption

A few days ago saw a foreign company Jumpthru after a survey produced a chart, this chart is mainly about the impact of social media on women.

From the chart, we can see that:

1&http://www.aliyun.com/zixun/aggregation/37954.html ">nbsp; women more trust blogs and Pinterest recommendations.

81% Trust Blog Recommendations, 67% Trust Facebook recommendations, 73% Trust Twitter recommendations, 81% trust Pinterest recommendations.

2 different social media have different effects on women's actual buying behavior.

61% will actually buy it because you trust the recommendation of the blog, 33% will actually buy it because you trust Facebook's recommendation, 31% actually buy it because you trust the Twitter recommendation, and 47% will actually buy it because you trust Pinterest's recommendation.

3 women use different websites because of different intentions.

Blogs and Pinterest play a big role in influencing consumption. Facebook and Twitter play a key role in getting interesting information, interacting with friends and family, and seeking advice.

Help make purchase decision: Blog 36%,facebook17%,twitter21%,pinterest18%

Fun: Blog 41%,facebook77%,twitter47%,pinterest58%

Get Product information: Blog 37%,facebook17%,twitter18%,pinterest26%

Contribute to the Community: blog 28%,facebook41%,twitter33%,pinterest32%

Seek advice and information: blog 39%,facebook35%,twitter29%,pinterest30%

Update friends and Family status: blog 20%,facebook87%,twitter39%,pinterest13%

Find new Product information: Blog 41%,facebook24%,twitter24%,pinterest39%

Entertainment: Blog 50%,facebook69%,twitter51%,pinterest54%

Several of the findings of this chart are for informational purposes only, as for me personally, it is the recommendation of Weibo's Bo friends and real-life friends who have a major reference to my purchase. and different national conditions, the impact of the media on consumers will be different. Here, I would like to talk about my understanding of the impact of different social media on consumers.

#1 in the fast-reading age of Weibo and Facebook, there are fewer people who can patiently read long articles, and one of the goals of a person who is able to watch a blog in a particular field is to be willing to take the initiative to learn about a particular subject. For example, my first attempt to do bread failed, and finally through the active search in the watercress to see how to do a piece of bread blog, actually see this blog is a process of active learning.

#2 microblogging, status and other short records published by the convenience of less and fewer people write, and write a good blog is very few. Less is scarce. If a person's blog is its more in-depth research and records in a particular field, such as nutrition, such as photography, such as finance, it is easy to think of it as a trustworthy person in this field.

Pinterest with its picture video waterfall display way and with more and more E-commerce website cooperation receives more and more Internet industry personage's attention. n many foreign blog articles mentioned Pinterest to affect consumer consumption has a great help, some domestic use of waterfall form of the consumer community will often "burst the material" said to Taobao and other e-commerce sites to take the number of orders.

Why does Pinterest affect consumption? In my opinion, this waterfall is presented in a way that has a lot of quality and quantity of beautiful pictures or videos, it is very suitable for users browsing under the premise of aimless, users only need to continue to drag and drop the page, see the interest of goods like or repin, to tap the subconscious interest of consumers is very helpful, Compared to Facebook and Twitter, the user's operating costs are lower, and the user's behavior is relatively self-interested, where interest is more important. But whether it really can contribute to consumption, I am skeptical, because users if they really want to spend, more inclined to the actual E-commerce site to understand the details of the goods and other consumer evaluation, and in the class Pinterest-type site, The user's attention may often be focused on the image to look bad, it is not to buy, another matter. Although the Pinterest-type Web site in stimulating user interest has a certain value, something beautiful is on the one hand, quality and other products including whether the factors meet the needs of users and on the other hand.

From this chart, Facebook and Twitter play a more important role in getting interesting information from women, interacting with friends and family, and seeking advice, and are less useful than blogs and Pinterest in influencing the consumption of women's consumers.

Although the data may not be accurate, it also exposes some of the limitations of the public-oriented social media, such as facebook&twitter, that affect consumption:

1 propagation attenuation caused by rapid information flow. A lot of content is submerged in the boundless timeline, if a person concerned about a lot of people but do not have time to read all, some valuable consumer information is likely not to be seen by their fans.

2 Facebook's recommendations based on interpersonal rather than interest are limited. For example, you and your friends in the social media in the clothing taste, eating habits are very inconsistent, perhaps he said the most amazing things in your opinion is almost like a nightmare, so not every friend from the recommendation is very reliable.

3 The current recommendation system for the user's personal behavior is still in its infancy. The semantic analysis based on user release content, personal status update, label and so on is very valuable, which can be used to analyze what kind of ads users are interested in. But for now, I'm not very interested in the ads that Facebook recommends to me, Twitter has no recommendation, and Sina Weibo is like a portal for banner, button ads I'm not going to point.

In general, I talk about the impact of social media on consumers, and conclude that social media is not only a platform for people to express themselves and communicate with friends, but also an important recommendation engine for consumers. Aisas mode in the search age (1, attention--produce attention; 2, interest--arouse interest; 3, search--to search; 4, action--purchase action; 5, share-- Sharing experience) is likely to simplify the search process in the Community age. The impact of social media on consumption actually requires the brand and social media platform itself:

For brands, it is a challenge and opportunity for brands to understand how your information is disseminated in different social media, to understand the characteristics of your audience in different social media and to interact well with audiences.

And for the social media platform: not only to provide a platform for everyone to communicate, but also to provide users with more consumer spending to guide the convenience, so as to reach the platform, brand and users of the three-win.

Source: http://www.socialbeta.cn/articles/how-socialmedia-affects-consumers-2012.html