Global Web Index just published their bi-annual report on the latest trends in online commerce. We’ve distilled the report and provided our thoughts what this means to the time-strapped local farmer.
- Buying online is mainstream. Over 70% of adults internet users between the ages of 16 and 64 make at least one online purchase each month. This generally holds true for all age categories, gender and income brackets.
- Mobile shopping is taking over. More purchases are made online via a mobile device, particularly by younger age groups. Older age groups are still more likely to buy using desktops or laptops, but the overall trend is toward mobile purchasing.
- Social Media use is changing and Social Commerce is emerging. Social media users are sharing less personal information. The shift in social media is to conduct “purposeful” activities such as reading the news and researching to buy products.
- Motivations for purchasing online differ significantly by age group.
- Younger users are more likely to use social media and video sites to influence their buying decisions. Younger users are also more actively involved in posting product reviews. These younger users are influenced to buy to improve their social status.
- Older age groups are more likely to use search engines to research products. Reviews influence this groups buying decisions, however, they are less likely to write a review than the younger generation. This age group is influenced by perceptions of high quality products and experiences.
What this mean to the time strapped local farmer
Have an online presence: Shoppers young and old are online researching local food choices. Have a website or social media page where your farm can not only be found, but where shoppers can buy using a mobile device. Watch the Online Marketing for Small Farms webinar.
Use social media to grow an organic audience and influence shoppers. As more commerce is not only influence but conducted via social media, be ready with a Facebook and Instagram account. Consider making your social media pages e-commerce enabled. Read the article Social Media for Small Farms.
Millennials are your biggest fan – harness that energy. Millennials are leading the buy local movement. Connect with your Millennial customers and encourage them write online reviews and posts on social media.