A share on Google+ provides most value to retailers, valued at $% each, but email is still the most valuable channel for retailers, according to new research.
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The study, from AddShoppers, looked at how consumers share retailer’s product images on social networks, and how this affects the visibility of their merchandise to increase the volume of sales.
Retailer are increasingly using share buttons on their pages, which allows consumers to share those items with their friends on various social networks.
However, the value of those shares varies depending on the social network, according to the AddShoppers study.
Key findings include:
• On Google+, the value of a share is slightly more than $5 (more than any other social network). This is likely because content shared on Google+ also ranks high in Google search results, which increases the likelihood that someone with intent to buy will see that content.
• Facebook shares ranked second, with a value of $3.58, followed by a Facebook Like, which is worth about $1.41.
• When someone shares a merchant’s content on Pinterest or Twitter, that’s worth about $0.87 and $0.85, respectively.
• Email is still the most valuable channel to retailers. When a consumer emails a product (sometimes accompanied with an offer) to someone they know, that’s worth slightly more than $12.
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Key findings from the AddShoppers report are shown below:
View the full report here
Methodology:
AddShoppers considered a number of variables that led to a social media-influenced sale, such as the percent of social media shares that occurs on each social network, click-through rates, conversion rates, and average order value.
Each dollar amount is based on the average revenue generated by each social share on a given network. AddShoppers analyzed data from 212 million unique shoppers in 2013 who shopped on more than 10,000 merchant websites.
Source: http://www.addshoppers.com/2013/