Looks like social media stayed at home this Black Friday.
An IBM study found that shoppers referred from social networks like Facebook, LinkedIn and YouTube generated only 0.34% of online sales on Black Friday — a decrease of more than 35% from the year before.
Twitter literally contributed nothing (0%) to the revenue.
Though shoppers weren’t using social media to find items, they were using the medium to express satisfaction with purchases. The report said shoppers voiced “positive sentiment” at a 3 to 1 ratio on social networks, referring to stores’ promotions, shipping or convenience.
Overall, online sales on Thanksgiving grew 17.4% from last year and by 20.7% on Black Friday.
It seems that mobile was the real winner of the shopping day. Browsing of retail sites on mobile devices rose to 24% (from 14.3% during Black Friday 2011) and mobile sales were more than 16%, up from 9.8% the previous year.
Check out more about social media’s role on Black Friday in the video above.
Did you shop online this Black Friday? Share the best deals you found in the comments below.