By Lorna Brett

Two new studies by Gartner and Deloitte on purchasing decisions has found social networks have become increasingly important shopping tools for consumers and retailers, with both groups highlighting the need for retailers to improve their social media presence.

Deloitte research found that mobile phones and social networking sites are enjoying an increased influence, with many consumers planning to use their mobiles to find information on prices, promotions, sales and coupons. Nearly 30% of the respondents in the Deloitte survey said social networking is likely to play a major part in buying decisions.

"Consumers are increasingly on the phone, online and on-the-go. Retailers ability to influence purchase decisions beyond in-store interactions is growing significantly," Deloitte vice chairman and retail sector leader Alison Paul said in a statement.
 

Gartner says, define your target audience

Gartner suggests that businesses target their audiences more intelligently in order to improve their influence on purchasing decisions. "Our survey results showed that one-fifth of the consumer population is composed of salesman, connectors and mavens. These are three roles that are key influencers in the purchasing activities of 74% of the population," Gartner research director Nick Ingelbrecht (pictured) said.
 

According to Gartner, salesmen are the key influencers in social networks,connectors are important influencers connected to dissimilar groups, and mavens are "knowledge exchangers or information brokers."
 

As a result of its survey, the research company is now developing a methodology designed to better utilise social networks in targeting the most influential and effective influencers.
 

"In this way, the most suitable individuals can be targeted with the right information, products and promotions in the most cost-effective way," Ingelbrecht added.