ADOTAS – According to a January study commissioned by Digitas and conducted by Harris Interactive, the degree to which adult social media users are comfortable with sharing credit card information when driven to an ecommerce site through social media — even in a secure transaction with a known brand — skews just to the “uncomfortable” side. Of the 2,630 U.S. internet users, aged 18 and up (2,247 of whom identified as social media users), 55 percent said they would be uncomfortable making such a credit card purchase, and 45 said they would be “at least somewhat comfortable.” That suggests that as much as marketers and brands think about how social media might not only increase brand awareness but also drive ecommerce sales, there’s still some room for growth. At another point, the survey cleared up some suspicion about the currency (so to speak) they place in “likes” and “follows” — 75 percent of respondents said they’d be more inclined to purchase a product one of their friends wrote about or recommended than they would a product they’d “liked” or “followed.”
Other revelations (whether they’re surprises to you or not): Men are more likely than women to share credit card information with brands via social media, people who make more than $35,000 per year are more likely to make such purchases than people who make less than that figure, and the age 18-54 demographic is more likely to engage with brands via social media than the 55-and-up set, and male mobile users ages 45-54 are spending more time browsing on social media sites than you might think.
Digitas released an infographic based on the survey results, and here it is (click to enlarge):