- While social networks such as Instagram and Pinterest have been busy testing or launching "Buy" buttons, many consumers aren’t interested in using them, a new survey says.
- A scant 9% of Facebook users told GlobalWebIndex they want to use a “Buy” button; other social media platforms garnered somewhat more interest.
- Five of North America’s leading social networks—Facebook, Twitter, Instagram, Pinterest and Tumblr—have introduced some form of “Buy” button in the last year.
Social networks’ race to introduce “Buy” buttons apparently isn’t something for which consumers have been clamoring, according to a new survey from GlobalWebIndex. The percentage of respondents indicating interest in using a “Buy” button varied by network, with Facebook attracting the least interest (9%) and Tumblr (17%) the most among the platforms named. Pinterest, which has pinned the biggest hopes on a “Buy” button, attracted interest from only 13% of users, similar to Twitter (12%) and Instagram (14%).
Buy buttons are new to market, however, and consumers and retail partners alike may be behind the curve. Further, some social networks may still be working out boring back-end necessities such as payments and inventory before staging a full rollout. A separate study from Boston Retail Partners indicates that one-third (34%) of retailers are still counting on social revenues to increase this year, however, in part backed by “Buy” buttons.