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Consumers don’t buy on social media, new survey indicates

E-commerce entrepreneurs are relying heavily on social media to drive sales, but consumers don’t shop there very often

A new survey said consumers don’t buy on social media, despite the fact that small businesses are trying to reach them there, reports ecommercebytes.

Constant Contact surveyed over 2,000 consumers and small-business leaders and found the two groups often differ about what content, communication methods and online experiences are most valuable.

The survey found that 63% of small businesses were most likely to use social media to promote themselves online, and 24% said it was their most critical marketing channel to drive business during the pandemic.

But while 45% of shoppers said social media was effective at getting their attention, they said they were much more likely to buy following an email or a text. 34% cited email as the most helpful method of communication when considering a purchase, 30% cited text messages, and 20% cited social media.

The survey also found that 40% of consumers were not influenced in purchasing decisions by emails checking on their well-being. Instead, emails with a clear discount code or coupon are most likely to be opened (77%) and lead to purchase (67%).

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