Find technology with a tweet

© Anatolii Babii – 123RF.com

The holiday season is approaching, evidenced by the early appearance of Christmas decorations in the malls. If phablets, smartphones, flat screen TVs and any other forms of gadgets are on your shopping list, then you are not alone. Recent research from the Consumer Electronics Association shows that 74% of holiday shoppers intend to buy consumer electronics this year.

Enabling discovery in a crowded market

Due to the fiercely competitive nature of the consumer electronics market, taking steps to ensure a brand stands out is more important than ever. Studies done by Millward Brown showed that Twitter is better at bringing products to shoppers' attention than an average of the six social networks measured (Twitter, Vine, Instagram, Facebook, Pinterest and Tumblr). The survey indicated that tech shoppers are 40% more likely to discover new products on Twitter than on the average social network.

Shortening distance between discovery and purchase

The real-time public nature of the Twitter platform creates an environment for product consideration unlike any other. Most (80%) of the electronic audience on Twitter sees the platform as a unique consideration forum, thanks in large part to its ability to show the most up-to-date brand information and the most popular topics surrounding a brand.

Not surprisingly, users turn to the platform when evaluating an electronics purchase. Potential buyers on Twitter are 150% more likely to have a conversation with a tech brand on Twitter than on the average social network. Furthermore, Twitter users are 34% more likely to use the platform to get feedback on which products to buy than the the average social network user.

Influencing tech purchases

Product recommendations from friends, brand Tweets and positive brand interactions lead to purchases. Overall, 66% of tech intenders on Twitter said something they saw or did on the platform spurred them to take action.

Among social networks, Twitter has the greatest impact on users' purchase decisions. Research shows that 8% of Twitter users have made a tech purchase as a result of something they saw on Twitter, making Twitter users 60% more likely to make a tech purchase after seeing platform content than users of other social networks.

Consumers' tips

• Follow the brands you are interested in for the latest news and reviews
  
• Engage with the brands, ask questions and give feedback
  
• Tweet about your experience with a brand, it will help other consumers make a decision

Retailers' tips

• Generate buzz about your products early in the season by tweeting product videos, photos and links
  
• Engage users in conversation about your products and retweet positive reviews.
  
• Tweet often throughout the holiday season, and encourage others to share your content