Social media sites are rapidly ramping up their use of “buy” buttons for visitors. With buy buttons, social media users can instantly be linked to a shopping site for an item. But, do people really want buy buttons?
According to eMarketer, the answer for many people may be no:
“Social networks have been experimenting with — and even fully implementing — buy buttons into their platforms for a while. And though social media users are turning to platforms like Instagram and Pinterest to research brands and products, they are not that interested in actually using the buy buttons there.”
“GlobalWebIndex polled social media users worldwide ages 16 to 64 in November 2015. When it came to their interest in using buy buttons via select social media networks, few were interested: Only 17% of respondents who used Tumblr said they were interest in using Tumblr’s buy buttons, and those were the most popular. Even fewer said they were interested in Instagram’s (14%), Pinterest’s (13%), or Twitter’s (12%) buy buttons. Interest was lowest for Facebook’s buy buttons; just 9% of Facebook users said it appealed to them.”
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