Social networking sites 'tools for product promotion'

14th December 2007

Consumers are using social networking sites to make purchasing decisions, it has been found.

Research by the American Marketing Association has revealed that 47 per cent of people would use the sites to download discount coupons or to search for products if that tool was available, reports Brand Week.

Also, 45 per cent of respondents to the survey claimed they would use social networking sites to find information on promotions in shops.

Nancy Costopulos, chief marketing officer for the organisation, commented: "People looking for ideas are inundated with [advertising] messages."

"They're looking for alternatives and opinions for shopping," she added.

Blogs also proved popular forms of product recommendation, with 22 per cent of survey respondents claiming they would either write or read them for product reviews.

Ms Costopulos explained that people are more likely to take in advice from their peers who have already bought products, rather than marketers who are just trying to increase sales.

Steve King, chief executive officer of ZenithOptimedia, recently estimated that the internet will be the third-largest medium of advertising by 2010.