A recent study has found that more and more British shoppers are engaging with retailers on social platforms.
According to the 2015 Shopper Barometer, which was conducted by research agency Future Thinking, 44% of UK consumers are interacting with their favourite brands on social media in the hope of sourcing special offers.
It was also found that around a third of shoppers were heading to the likes of Facebook and Twitter in order to engage with retailers and other users, seeking advice or posting their opinion of a product or service on news feeds.
The poll, which is now in its third year, hopes to predict future shopping trends by canvassing more than 1,200 British consumers. It was revealed that social media is playing a much wider role in the modern commercial landscape, with more than half of the respondents liking or following a brand, while a quarter subscribe to specific retailers.
However, although the study did highlight that around 92% of British shoppers have been online to buy a product or service during the last year, the number of people using the web to purchase groceries was not so high. In fact, it was found that only around 13% regularly buy their groceries this way.
As such, Future Thinking’s head of shopper insight, Noreen Kinsey, noted that social media could be a great channel to rectify this, as retailers would be able to market deals and services to a “captive” audience.
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