Heavy social networkers in the United States visit leisure-oriented retail Web sites more than average Internet users, according to comScore. Such Web sites include music, jewelry and luxury goods and accessories, consumer electronics and apparel.



comScore found that more than 95% of heavy social networkers visited retail sites in August 2007, compared with 80% of the total US Internet audience. Heavy social networkers were defined as the top 20% of visitors based on time spent on social networking sites.

“Visitors to social networking sites are more receptive to online advertising for leisure-oriented retail categories,” said comScore Chairman Gian Fulgoni, in a statement.



So should marketers cater to the heavy social networking segment? Not necessarily.

"There are some consumers who are avid readers of blogs and take their buying cues from social communities," said Jeffrey Grau, senior analyst at eMarketer. "But, by and large, they represent a tiny fraction of apparel shoppers.

"Consumer reviews and ratings seem to play a small role in influencing apparel purchases," Mr. Grau said. "They work better for products that are easy to compare and are sold by a variety of retailers."

A DoubleClick survey from July 2006 underscores Mr. Grau's point. Only 1% of US Internet users said they checked social communities as part of their apparel purchasing decision.



Still, ruling out social communities and networks altogether might not be a good blanket policy, according to Debra Aho Williamson, senior analyst at eMarketer.

"MySpace has launched a fashion channel," Ms. Williamson said. "They also are launching an ad-targeting program with 10 to 12 consumer segments. One of the segments is fashion.

"Apparently there are enough people on MySpace mentioning apparel brand names or who have pictures of themselves taken in New York during fashion week to make the segment a viable marketing target," she said.