STUDY: Millennials Give Facebook Shopping Thumbs-Up

Shopping on Facebook is growing in popularity among those aged 20 to 33.

Shopping on Facebook is growing in popularity among the millennial generation, those aged 20 to 33.

JWTIntelligence surveyed 971 adults 20 and over from May 20 through June 1 and found that more than 40 percent of millennials in the U.S. and U.K. sought more opportunities to shop via Facebook, compared with 26 percent of generation X respondents (aged 34 to 46), and just 16 percent of boomers (47 to 66).

Nearly half of millennials agreed with the statement that they spend so much time on Facebook already, so they might as well shop on the social network, as well, versus 25 percent of generation X, and 14 percent of boomers. When it came to wishing that places where they shop enabled shopping via Facebook, the percentages were 48, 27, and 19, respectively.

Privacy loomed large over the survey results, as nearly 80 percent of respondents said they were worried about the privacy implications of shopping directly via Facebook, and a slightly smaller number said they would not use a Facebook shopping application for the same reason.

As far as personalization based on users’ Facebook profiles, 46 percent of respondents felt that they were helpful due to the extensive amount of information available, with 59 percent of millennials agreeing, compared with 49 percent of generation X, and 31 percent of boomers. And more than one-third of total respondents felt that the personalized information made their choices easier, with the age spilts coming in at 51 percent, 36 percent, and 21 percent, respectively.

JWT’s Director of Trendspotting Ann Mack said in a press release about the study:

There’s a great deal of hype in this early stage of social commerce, as brands experiment with ways to mesh the social graph with shopping. What’s clear is that there’s tremendous potential here for brands to create more personal, accessible experiences and to amplify word of mouth, especially when it comes to targeting millennials.

Readers, do you have any Facebook shopping experiences to share, good or bad? David Cohen is editor of Adweek's Social Pro Daily.