Dive Brief:

• More than 80% of consumers who follow a retailer or product on Facebook found the retail posts to be somewhat to very valuable, according to a new small survey of 500 consumers by Millward Brown Digital, a digital branding and research company.

• Furthermore, nearly 90% of shoppers posted about their shopping experience on the retailer or product Facebook page. Shoppers using their phones while shopping to help them shop were four times more likely to be using Facebook than another app or search engine.

• Smaller numbers, but still majorities, used their phones while shopping for a shopping-related purpose (65%), or used Facebook for finding ideas or information regarding holiday shopping (60%).

Dive Insight:

We’ve heard that young people are drifting away from Facebook, and a survey of 500 is not large enough to declare an m-commerce trend. Still, this finding that engaged shoppers used Facebook to get information and give feedback is definitely worth a closer look. Facebook still has more than a billion users worldwide, so it's worth knowing intimately how shoppers use the site to find out about offers, product lines, or other information that would help them into the store and through the checkout line.