News

Survey: Facebook viewed as most personal shopping platform

Photo by istock.com

October 14, 2019

When it comes to discovering products and brands Facebook is tops with consumers, according to a survey from Clinch, an AI platform that leverages data to create personal customer ad experiences.

"Purchases are happening on all the channels some more, some less — but relevancy ultimately determines effectiveness, " said Oz Etzioni, CEO of Clinch, in a release on the survey. "This is why consumers cite again and again that Facebook is the strongest platform for product discovery and purchasing. The platform makes it easy for brands to leverage data to find the right audiences, deliver tailored messages and access insights quickly to optimize campaigns."  

The survey also revealed 57.5% of consumers are more likely to buy a product after watching a video ad if there is an offer or discount.

The study also found that even the most innovative uses of data and creative can turn off consumers if other factors are not considered. These include:

• When the product is not immediately easy to find after clicking on the ad — 46.7%.
• When the product shown on the ad is no longer available — 28%.

"When the experience is irrelevant, repetitive, and doesn't 'learn' from past user interaction/engagement, consumers take notice," said Etzioni, in the release. "There have never been more ways to leverage data to develop real consumer connections. The brands that truly integrate data into their creative experience will be the winners in 2020."