July 8, 2011

Data point: F-commerce faces privacy hurdle across generations

Posted by: in North America

Our July trendletter looks at key trends in social commerce, including the rise of F-commerce. One-hundred-plus brands and retailers have experimented with selling directly on Facebook, and more are jumping in every day. But privacy concerns are a potential obstacle in this space—clicking the “allow” button will prove a hurdle for some consumers.

A survey we conducted in the U.S. and the U.K. for this report found that nearly eight in 10 respondents worry about the privacy implications of shopping directly on Facebook. Three-quarters said they “don’t think Facebook is secure enough to make purchases on,” and nearly that many said they wouldn’t use a shopping app on Facebook because of privacy concerns. Interestingly, while we found that the Millennial generation has the greatest appetite for F-commerce, they’re the ones most concerned about privacy, as this chart shows.

Our survey used SONAR™, JWT’s proprietary online research tool, to poll 971 adults aged 20-plus in the U.S. and the U.K. from May 20–June 1. To learn more about Social Commerce, download the report here.

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