13 December 2007
Social shopping communities have grown in popularity for online shoppers when researching their Christmas purchases, according to stats from Nielsen Online.
Nielsen's analysis of the 1,000 most influential blogs (ranked by number of inbound links) discovered that gift recommendations are dominating holiday discussions on these sites.
Blogs like Stylehive and CrowdStorm allow peer-driven reviews of products, though the fact that consumer electronics and games are the most frequently reviewed products suggests a mainly tech-savvy audience.
These types’ of sites are generating a large amount of notification around e-commerce sites, through mentions and links, e-tailers such as Overstock.com rose 122% for the week ending December 2. This was shown in the number of visits to Overstock.com, which rose by 11% in the same week.
According to Nielsen's Kate Niederhoffer:
Bloggers’ holiday gift recommendations have evolved from simple product reviews to be far more social in nature.
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