Social Media Commerce Survey: Few Have Made Purchases Using Social Media

Coca-Cola just announced a new program aimed at social media users. Tweet-A-Coke gives Twitter users the opportunity to purchase and send Coke as a gift to their friends directly on the social media platform. Twitter was involved in a similar program last year with Starbucks. But it’s far from the only platform taking part in the new trend of social media commerce. So how many are interested in social media commerce? And how many have used it already?

tweet a coke

Social Media Commerce

In Ask Your Target Market’s latest survey, 7% of respondents said they’ve made purchases on social media many times. 15% said they have purchased items on social media once or twice before. And 78% said they’ve never made purchases on social media platforms. There was almost no change between those numbers and the results of an October 2013 survey, so social media commerce isn’t necessarily gaining massive popularity just yet.

Potential Users

Of those who have not yet taken part in the growing world of social media commerce, just 2% said they would definitely consider using social media to make purchases if they had an easy way to do so. 28% said they would probably consider using social media to make purchases in the future. 41% said they would probably not consider using social media to make purchases. And 30% said they definitely wouldn’t.

The promotions by companies like Coca-Cola and Starbucks mainly center around the idea that Twitter users would use them to send gifts to their friends and social connections. However, just 8% of those who expressed interest in social media commerce said they would be very likely to buy gifts for others via social media. 49% said they would be somewhat likely to send gifts to people via social media. 28% said they would be somewhat unlikely to do this. And 15% said they would be very unlikely to do this.

Privacy Concerns

But there are other factors to consider when it comes to social media commerce, particularly in terms of privacy and security. In fact, just 8% of overall respondents said they would feel comfortable adding their credit card or banking information to their social media accounts. 69% said they would not be comfortable doing this. And 23% were undecided.

You can view the complete survey results in the widget below and be sure to click “Open Full Report” to take advantage of all the chart and filter options.

Photo Credit: Soda Pop Confusion from Flickr

What do you want to know? If you need some consumer insights on a particular topic, let us know in the comments below and we’ll consider it for an upcoming survey post.

Results were collected on July 29 via AYTM’s online survey panel.

Anne Pilon brings 3 years experience to AYTM as a blogger and journalist. She has a degree in journalism and marketing communications from Columbia College in Chicago and enjoys writing about business, marketing, social media, and art.