Social network shopping is dragging behind the use of traditional online shopping venues.
A report released by Ponemon Institute, sponsored by ThreatMetrix, said that only 32% of consumers have browsed a company’s Facebook page and then bought something on the company’s website, with only 20% purchasing something directly within the social networking site.
Facebook is an open platform in which users often share photos of drunken nights and express view points and language that aren’t exactly described as professional. It should be no surprise that shoppers are not flocking to buy items within Facebook. This could be why 53% of consumers in the study did not believe that Facebook’s store fronts are committed to providing security against fraud and 23% were unsure.
Facebook initially branded itself an informal place to socially network which may be the reason why some shoppers are weary to purchase through Facebook.
There is no doubt that Facebook is currently the No. 1 site for social networking but it didn’t build its name based on being used by businesses, unlike Twitter which many businesses used as a platform from the start. It also doesn’t help that Facebook seems to be in a constant tango of privacy issues, complaints, and investigations.
Perhaps that’s why more than half of the consumers surveyed said that the site’s competitor, Google, is more effective than Facebook at keeping them safe from online criminals. Ouch.