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Study: Facebook influences holiday shoppers


New York – Facebook had a notable influence on holiday shoppers, especially those using mobile devices. According to a new study from Millward Brown Digital, 83% of 500 consumers surveyed who follow a retailer or consumer product on Facebook found their posts to be somewhat to very valuable when preparing for holiday shopping.

And when the holiday shopping was complete, 89% of shoppers shared their experience on Facebook. At the store, 65% of shoppers accessed their phones for a shopping-related activity; and, while shopping in-store, those people used Facebook at four times the rate of any other app or search. Nearly 60% of shoppers who used Facebook for information and ideas found it to be influential to their shopping experience.

Other notable findings include:

• Nearly two-thirds of shoppers spent less than an hour researching their trip; they typically made a purchase within three days from the start of their research.

• News Feed played a key role in consumer discovery — 46% of people who used Facebook before shopping used it to look for deals, promotions and holiday gift ideas.

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