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E-Commerce and the Socially-Conscious Consumer

04.05.2012

Online shopping is becoming a global phenomenom.  A recent study conducted by Ipsos for Reuters finds that 48% of Internet-connected citizens in the 24 countries surveyed have made online purchases in the past three months. 61% search the Internet for more information regarding potential purchases. U.S. consumers ranked among the top in the world for seizing the benefits of e-commerce, with 65% of online Americans saying they shop online. 

But where does the socially-conscious consumer fit into to the e-commerce space?  A Nielsen study recently examined this question, surveying more than 28,000 Internet respondents in 56 countries. Here’s a snapshot of what Nielsen found:

  • 46% of global consumers were willing to pay more for products and services from companies that have socially beneficial programs.
  • 63% of consumers who express socially responsible buying behavior are under the age of 40.
  • Socially-conscious consumers are more likely to consult social media to inform purchasing decisions (59% compared with 46% of all respondents).
  • 95% turn to recommendations from trusted friends and contacts, and 76% search the web to see what other consumers have to say.
  • Topics of the greatest concern when making purchasing decisions include environmental, educational and hunger causes.

The bottom line is that brands have an opportunity to enhance their reputation and engage more and younger consumers by implementing socially aware programs that benefit a worthy cause.  The Internet is not only helping consumers make informed purchasing decisions, it's also them use their purchasing power to do good too.
 

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